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Branded Films: How Content Strategy Landed Wounded Warrior Project on MSNBC

Professional Development Workshop Set 8

Tuesday, Oct. 14, 2:15–3:30 p.m.

Room: Delaware B

Track: Strategy & Measurement

How does a nonprofit land a yearlong branded series on national television? In 2013, the Wounded Warrior Project (WPP) hired Flow Nonfiction to develop concepts for its 10th anniversary campaign. The original series, “Wounded: The Battle Back Home,” was acquired by MSNBC in an unprecedented moment for branded entertainment. Flow Nonfiction created an integrated campaign that generated awareness and elevated brand equity. This panel will explore the strategy behind WPP’s investment in content strategy and the integrated campaign that made the most of it.

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Session Materials

Presenter

David Modigliani, co-founder and creative director, FLOW Nonfiction

Photo of David Modigliani Modigliani’s films have played at 37 festivals around the world, premiered at SXSW, on Hulu, and on MSNBC. In branded documentary, he has directed pieces for Skype, Ford Warriors in Pink, Tide, the Houston Rockets, Downy, and the Clinton Global Initiative, among others.


Panelists

Mike Tolbert, communications specialist, Wounded Warrior Project

Photo of Mike Tolbert Tolbert worked as a communications professional for more than 11 years; the first seven as a news anchor and reporter. In 2010, he joined the Wounded Warrior Project. Currently, he is producing the 12-episode documentary series, "Wounded: The Battle Back Home," which airs on MSNBC.


Ayla Hay, executive vice president, communications, Wounded Warrior Project

Photo of Ayla Hay Hay’s work with the Wounded Warrior Project began when she was a consultant with the Meridian Group. After four years of proven success and a solid knowledge of the WWP mission and operations, she was hired by WWP as the public relations director. In August 2010, she was promoted to her current role.