Why Nuuly is betting on a microdrama for its social-first fall campaign

Why it matters

The Urban Outfitters owned rental brand is running its autumn campaign as a serialised microdrama about modern dating rather than as a campaign film cut into social edits. The bet is that narrative continuity earns return visits in a feed where a single execution gets one pass. Serialisation is a format decision available to anyone: it costs sequencing discipline rather than budget.

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