The circumstances of the Spanish advertising market are such that we have seen a recent explosion in branded content: loss of effectiveness of conventional advertising, the media's need to complete its offering with content that is partially or fully funded by third parties and, finally, users who are constantly on the lookout for interesting and gripping stories to gobble up. However, the industry of brand-produced content is still in its infancy. The risks posed by such initiatives for the media and brands (where both lose a degree of the control they used to have over messages), the lack of an effective 'route to market' and the absence of a model to measure and analyse results are the main obstacles hindering the development of the industry in Spain. Nevertheless, we have begun to see very interesting examples of successful case studies, which makes us feel optimistic about the future of branded entertainment.

The content conveyed a human, romantic and true story in a simple but elegant manner. The production centred on one of the universal fantasies of a shopaholic: having an entire shopping centre to themselves and a personal shopper by your side to help you choose. Add to this the fact that the dream come true was secretly prepared by a loved one as a token of his affection, and the content becomes a short but very relevant story that captures the interest of the target audience while conveying a brand message in a natural, friendly and credible way.

• 1,950 Views en YouTube • The piece has managed to significantly enhance the brand image of El Corte Inglés in the Russian market.