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

Other Publishing stories related to: 'Hey Brands, Here Are the Do's and Don't's of Working With BuzzFeed'

Brands for Babies

The youngest end of the children's publishing business has seen a surge in licensing deals, with publishers tying in with infant and toddler development brands from the worlds of toys and entertainment. Continue reading at Publishers Weekly

[ Publishers Weekly | 2013-07-26 00:00:00 UTC ]
More news stories like this | News stories tagged with: #publishing business #licensing deals

Profiles in Social Media: Has Your Brand Found Its Social Soul Mate?

Much like trends in magazine publishing, social media is becoming a niche-focused market. This means there are an increasing number of networks that serve very specific functions. For instance, the difference between Instagram and Twitter is similar to the difference between a photography... Continue reading at Folio Magazine

[ Folio Magazine | 2013-07-26 00:00:00 UTC ]
More news stories like this | News stories tagged with: #magazine publishing #increasing number

Perform hires Martyn Jones as its global brand sponsorship director

Perform has hired Martyn Jones, the former publishing director for Stuff and FourFourTwo, as its global brand sponsorship director as part of the company's expansion. Continue reading at Media Week

[ Media Week | 2013-07-05 00:00:00 UTC ]
More news stories like this |

So Did Nudging Work?

Cass Sunstein, nudge inventor and former White House official, explains how his nudges have helped Americans save for retirement and eat better. He co-wrote the best-selling 2008 book Nudge: Improving Decisions about Health, Wealth, and Happiness with Richard Thaler. His latest book Simpler: The... Continue reading at Slate

[ Slate | 2013-06-30 00:00:00 UTC ]
More news stories like this |

General Mills Ramps Up Social for 37 Brands

General Mills and Spredfast are announcing today that the consumer packaged goods giant has implemented the tech vendor's newly upgraded system to manage content publishing and consumer engagement across Facebook, Twitter, YouTube, Google+ and LinkedIn.  The General Mills development... Continue reading at AdWeek

[ AdWeek | 2013-06-26 00:00:00 UTC ]
More news stories like this | News stories tagged with: #community managers #paid ads #emerging platforms #weight watchers #community management #ad buying

Facebook, With a Focus on Mobile, Works on Project for News Via Users

Facebook Inc. FB -3.51% is aiming to become a newspaper for mobile devices. The social network has been quietly working on a service, internally called Reader, that displays content from Facebook users and publishers in a new visual format tail ... Continue reading at Editor & Publisher

[ Editor & Publisher | 2013-06-24 00:00:00 UTC ]
More news stories like this | News stories tagged with: #mobile devices

Helping Readers Make Sense of Your Digital Brand Offers

Have a well-defined set of expectations for customers based on platform and device. Continue reading at Folio Magazine

[ Folio Magazine | 2013-06-07 00:00:00 UTC ]
More news stories like this |

Patchett: 'Authors must work with trade'

Orange Prize-winner Ann Patchett has warned that authors who decide to shun traditional... Continue reading at The Bookseller

[ The Bookseller | 2013-05-17 00:00:00 UTC ]
More news stories like this |

Making Preorders Work For Indies

Most readers who preordered Charlaine Harris’s forthcoming Sookie Stackhouse novel, Dead Ever After (which will be released May 7), likely did so at Amazon, where it is 45% off and has hovered in the top 50 for weeks. Continue reading at Publishers Weekly

[ Publishers Weekly | 2013-04-20 00:00:00 UTC ]
More news stories like this |

Arthur Frommer takes brand back from Google, will keep guidebooks going

The tale of Google and Frommer's famed travel guides has taken another twist this evening. Associated Press writer Beth Harpaz reports Arthur Frommer confirmed over the phone that he has retaken control of the brand from Google, and plans to continue publishing them in ebook and print formats,... Continue reading at Engadget

[ Engadget | 2013-04-04 00:00:00 UTC ]
More news stories like this | News stories tagged with: #continue publishing #print formats #full statement #image credit

TOC: Interactivity and branding hot topics at Bologna

The rise of interactivity, the building of brands and a revolutionary switch to systems which let... Continue reading at The Bookseller

[ The Bookseller | 2013-03-25 00:00:00 UTC ]
More news stories like this |

Fairfax Implements ‘Real-Time’ Working at its Sydney Morning Herald and The Age Offices

Fairfax Media is rolling out a number of initiatives this year as part of its ‘Fairfax of the Future’ strategy which aims to streamline operations and support the publisher’s shift to multi-platform delivery. The compa ... Continue reading at Editor & Publisher

[ Editor & Publisher | 2013-03-20 00:00:00 UTC ]
More news stories like this | News stories tagged with: #fairfax media #streamline operations

Will UK Bookstores’ Plot to Poach Customers From Amazon Work?

UK bookstores are experimenting with exclusive chapters and other offers to lure customers into stores and away from online shopping at Amazon, but some doubt its efficacy. Continue reading at Publishing Perspectives

[ Publishing Perspectives | 2013-03-13 00:00:00 UTC ]
More news stories like this | News stories tagged with: #uk bookstores #online shopping

Integrating Social Marketing Into Brand Campaigns

Social marketing isn’t close to peaking yet, but it’s already a part of almost every conversation between brands and marketers. Close to 90 percent of advertisers are using some form of it, according to a recent Nielsen study. Continue reading at Folio Magazine

[ Folio Magazine | 2013-03-01 00:00:00 UTC ]
More news stories like this | News stories tagged with: #brand campaigns

Publishers Say Paywalls, Price Hikes are Working for Newspapers

Four top publishers Tuesday reaffirmed their commitment to print and discussed revenue ideas for bolstering their products. The discussion was part of an executive roundtable at the Key Executives Mega Conference in New Orleans. The publishers of ... Continue reading at Editor & Publisher

[ Editor & Publisher | 2013-02-20 00:00:00 UTC ]
More news stories like this |

A new work by Haruki Murakami is arriving in April – but only in Japanese

Murakami's Japanese publisher Bungeishunju and his US representation, Knopf, have not indicated when the book will be translated into English. Continue reading at The Christian Science Monitor

[ The Christian Science Monitor | 2013-02-20 00:00:00 UTC ]
More news stories like this | News stories tagged with: #haruki murakami

With New Plan, APP Works to Win Back Customers

After announcing in early February that it had discontinued sourcing paper from threatened Indonesian rainforests, a representative of Singapore-based Asia Pulp & Paper (APP) was at the International Toy Fair Show in New York last week to explain the policy to toy companies and children’s... Continue reading at Publishers Weekly

[ Publishers Weekly | 2013-02-16 00:00:00 UTC ]
More news stories like this | News stories tagged with: #early february #toy companies #book publishers

Lobster at work on Rosie Project

Penguin is raising awareness of a forthcoming fiction launch today (14th February), encouraging... Continue reading at The Bookseller

[ The Bookseller | 2013-02-14 00:00:00 UTC ]
More news stories like this | News stories tagged with: #rosie project #raising awareness

Penguin Children's reveals brand plans for 2013

Children's laureate Julia Donaldson's follow-up to Edward Lear's classic, The Owl and... Continue reading at The Bookseller

[ The Bookseller | 2013-02-08 00:00:00 UTC ]
More news stories like this | News stories tagged with: #penguin children

How Fiction Doesn’t Work

It is no surprise to see aphorism alive and thriving in our current celebrity climate. The forgotten, it may be assumed, never said anything interesting, whereas choice words of the famous live forever at cocktail parties and in book reviews. To carry a portfolio of pithy quotations is to... Continue reading at Slate

[ Slate | 2013-02-02 00:00:00 UTC ]
More news stories like this | News stories tagged with: #choice words #cocktail parties #book reviews