Procter & Gamble's Native Preps First Branded Feature-Length 'Microsoap'
Marketing effort plays into the rise of "verticals," or miniseries designed to be viewed on cellphones
Procter & Gamble's Native on Wednesday announced that it is launching what it calls the first branded feature-length "microsoap" in the U.S. The marketing effort hitches the personal care brand to the rise of so-called "microdramas," or "verticals" that are filmed in portrait orientation and are designed to be viewed on cellphones.
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