Stanley Tucci Hosts Allbirds New Series
It might be common knowledge by now that Allbirds, a footwear brand favored in Silicon Valley (and elsewhere), has launched an unscripted series in collaboration with actor Stanley Tucci, who hosts, and production company OBB Pictures and Salt Productions. It isn’t hard to find and stream the 20-minute episodes: They’re running all month on Rolling Stone’s YouTube channel as well as Allbirds’s owned social-media platforms. Actors such as Henry Golding, Molly Ringwald, and Sophie Turner are among the guests who appear on the series, “Cards on the Table.”
Allbirds Chief Marketing Officer Kelly Olmstead sat down with StreetFight to talk about how the concept became reality.
How does this type of content play, “Cards on the Table,” align with the Allbirds brand?
At the core, the impetus for “Cards On The Table” was a desire to make meaningful content that brought to life our brand values and beliefs. One of our core values is to “Live Curiously,” and it’s that quality that we kept coming back to. The concept of a dream dinner party gained traction quickly, because there’s something about gathering around a table that feels ripe for curiosity, conversation, and authentic connection. In each episode, we’re bringing together people who inspire us and embody our ethos in different and powerful ways–either with an inquisitive spirit, unconventional approaches to their work, or unique stories of success from those who challenge the status quo.
How did this idea of a miniseries come about to support the brand?
We introduced our “Allbirds By Nature” brand platform last year, to really reflect our two main sources of inspiration: mother nature and human nature. It opened the door for deeper storytelling, including stories about universal human experiences. Simultaneously, we’re seeing growing consumer interest in long-form content that’s entertaining, inspiring, and [that] adds value to their daily lives. With those two things in mind, we saw an enormous opportunity for our brand to break through the attention economy with this new approach to content, as a way to stand out by providing rich, immersive narratives that reflect our brand ethos and resonate with viewers on a personal level.
How were guests selected?
Simply put, we sought out people who inspire us and embody our values–curiosity, creativity, and authenticity. We carefully curated a diverse mix of people from different backgrounds, industries, and areas of influence to deliver the most unexpected and compelling conversations. Stanley is, of course, the ultimate host–and he and our guests capture the style, culture, and consideration that we aspire to as a brand.
What was the thinking behind the choice of channel? Rollingstone.com
As a relatively young brand, we see huge potential to not only nurture relationships with our loyal fans, but reach an entirely new audience, too, and we knew finding the right distribution partner would be critical. Of course, Rolling Stone has impressive viewership and followers, but crucially, their audience very much aligns with ours – highly considered people that are seeking out connection, curiosity, and creativity. We also appreciated that Rolling Stone covers such a wide array of topics and people, knowing that the guests in our series come from so many walks of life – from a Spice Girl and a Green Michelin Star chef, to a world-renowned physicist and an Emmy-winning comedian.
How will you drive traffic to the series?
Through our owned and Rolling Stone’s channels. We’ve also been really blown away by the willingness for the guests to share this content to their audiences, which was not contractually obligated, but a reflection of how they all feel about the series as well.
What are the top three messages you’d like to get across about this creative execution for Allbirds?
We’re always exploring new ways to connect with our audience. We know people increasingly seek out brands that share their values and offer more than just a product–people don’t want to be sold to constantly. We’re eager to see how people respond to this series, because it’s a reflection of our brand. Our hope is that “Cards On The Table” not only paints a picture of our brand’s beliefs and personality but inspires consumers to approach life with renewed curiosity and desire for connection. We want people to be reminded of the power of community, and to feel encouraged to connect through the shared qualities that make us human.
Is there any hyperlocal marketing effort behind this series? In other words, are you targeting specific regional demographic segments? Allbirds is associated with Silicon Valley in my mind.
The series, Cards on the Table, is designed to engage a global audience. Rather than focusing on a specific demographic, we’re aiming to reach customers with our values–those that are full of inspiration and curiosity, and are passionate about connection–with their friends, family, and community.
What channels will ads or promotions for this show run? Is OOH a part of your media buy?
We are focusing on digital channels, including social media–our owned channels, Rolling Stone’s channels, plus the channels of individuals in the series–email, .com, and Rolling Stone’s YouTube.
