Branded Content is still a relatively new medium in the US and the rest of the world. Translated into 5 languages (English, French, German, Spanish and Japanese), the content was promoted and syndicated globally, subject to online restrictions and regulations on a country-by-country basis.

The audience were drawn to the content through an integrated campaign that included traditional and non-traditional media channels and touch points. Earned media and editorial greatly outweigh paid media support, as the campaign relies most heavily on press, word-of-mouth, and social media. The teasers and trailers were promoted across passion points—news, fashion, music and culture—drawing viewers to palladiumboots.com to view the full content, that included the film, extras, editorial with a push to purchase via the online store for the Fall/winter 2011 collection.

Sales Wins:Online sales increased by 100% and the F/W collection boots that Pharrell Williams wore sold out online and in-stores. The retail orders increased by 150% and 2 new mass retailers (Finish Line and Footaction) added Palladium to the brands they carry.Social Wins:Facebook fans doubled and in September 2011, Palladium Boots was the no.1 growing footwear brand on Facebook. Unique social mentions reached 5,500 and the resulting social impressions amounted to over 13.6m.Views:The film was translated into 5 different languages and viewed in 170 different countries 4.3m times (total video views). The total known impressions are over 122m.

The content was picked up by CNN, WSJ, Newsweek as news pieces focusing on how the Japanese catastrophe is spawning social transformation among young people in Tokyo. Commentary around the articles also created conversation around the fact that branded content can be authentic documentation of culture with journalistic integrity, very rarely, if ever seen before. During such a sensitive time in a country's history, a brand has to take care to step aside and allow the subject matter to take centre stage in order to take part in meaningful social conversation.