Plan B, the emergency contraception brand, took a bold and innovative approach to their advertising strategy. Instead of paying

to post a video of herself talking about the brand, they partnered with her to write, produce, and star in an episodic series.

In today's newsletter, Kerrigan praised Plan B's willingness to take a risk and invest in creators for short-form episodic content. This new wave of advertising is smart and effective. I respect Plan B for their forward-thinking approach, and I'm very curious how other brands will follow.

emilysundberg.substack.…