Hey Brands, Here Are the Do's and Don't's of Working With BuzzFeed

If there's ever a case for the viral success of native video content, it's the partnership between Buzzfeed and Purina. The millennial-targeted publisher and the pet brand have worked together on several popular campaigns, including the Sad Cat Diary (17.4 million views), A Cat's Guide To Taking Care of Your Human (6.6 million views) and Dear Kitten (16.5 million views). All the eyeballs mean that the content is popular, but marketers have been curious about whether brand lift can be created without plastering the logo throughout the video or injecting the product into the storyline. Buzzfeed and Purina, however, see no need to insert products to get positive results. According to Nielsen Research presented during Advertising Week, people who saw Dear Kitten were 57 percent more likely to want to buy wet food for their cat compared to a control group.  Buzzfeed gm of video Jonathan Perelman said Dear Kitten's success wasn't just because the web is crazy for cats. Rather, the results stem from combining data from previous campaigns to create custom content for specific marketers. Here's exactly what he means by that: Buzzfeed Videos All Have the Same Three Pillars: Emotion, Identity and Information Digital video isn't like traditional storytelling with a narrative arc, so  there's no need to think of creating content that way, according to Perelman. Not all pieces need a great story—for example, Dear Kitten is basically a list. "Storytelling is a component, but it's... Continue reading at 'AdWeek'

[ AdWeek | 2014-10-08 00:00:00 UTC ]
News tagged with: #native advertising #general electric #production company #media company

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Only 17 percent of BuzzFeed’s traffic goes to news

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[ Digiday | 2015-05-29 00:00:00 UTC ]
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The Women Behind Canada's Favorite Cookbooks Pass On the Brand

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[ Publishers Weekly | 2015-05-29 00:00:00 UTC ]
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BEA 2015: Celebrating Hijuelos—His Work Lives On

The sudden death of Oscar Hijuelos at age 62 in October 2013 was a shock to the literary world. Continue reading at Publishers Weekly

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Brands to Publishers: Let Us Check Your Viewability Rates or We'll Stop Buying Ads

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Pronoun: Re-branded Vook Promises Authors 100% Royalties

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[ Publishing Perspectives | 2015-05-21 00:00:00 UTC ]
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Will Self's 'amanuensis' to publish memoir of working for the novelist

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Freelance With A Family: Advice On Making It Work From One Of America's Top Rock Critics

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