Nuuly Debuts Branded Rom-Com Microdrama 'Heart On My Sleeve' on Social Media

Nuuly, URBN's fashion rental platform, is breaking through social media noise with its new branded rom-com microdrama, 'Heart On My Sleeve'. The company worked with Dayna's House, an advertising agency founded by former Vogue video producer Dayna Carney, to create the series. Each of the 12 one-minute episodes features Wally Baram as a mid-20s art teacher on different dates, often played by notable content creators and influencers.

Nuuly clothing is featured throughout, with the brand credited at the end of each episode along with the director and stars. The company's senior director of creative and content, Kirsten Henri, said that they wanted to create something 'entertaining and engaging' rather than an ad. Dayna Carney added that they aimed to make a 'breath of fresh air' amidst the constant stream of advertisements.

The Nuuly marketing team had been eyeing microdramas for months, as brands like Procter & Gamble, Maybelline, and Dr. Pepper have successfully launched their own versions. Microdramas typically rely on high volume and brevity to hook viewers, often incorporating elements of soap opera theatrics.

Nuuly's 'Heart On My Sleeve' will run exclusively on social channels, including Instagram, TikTok, and YouTube, with the series being rolled out over a week. The extensive supporting cast will also post episodes on their collective hundreds of thousands of followers.