In the past,
#brands often repurposed their
#television spots for
#social media. Today, they’re betting original
#content can resonate better with consumers when it doesn’t look so much like an
#ad. With
#documentaries around social issues — like the transgender community in the case of
#MAC and running a sustainable coffee business in Illy’s case — brands hope to gain legitimacy in the eyes of consumers.
http://bit.ly/1WuiwQh