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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Get the F*ck to Work: How Adam Mansbach Followed Up His Mega Successful Kids’ Book

After creating a pop culture phenomenon with a profane children’s book, Go The F*ck To Sleep, Adam Mansbach is back with Rage is Back. Here, he talks about using the momentum of success while writing a brand new chapter. How do you follow up a giant fucking phenomenon? If you’re Adam... Continue reading at Fast Company

[ Fast Company | 2013-02-01 00:00:00 UTC ]
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Big children's brands push up 2012 sales

The value of the children’s physical books market last year was marginally up on 2011,... Continue reading at The Bookseller

[ The Bookseller | 2013-01-17 00:00:00 UTC ]
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The Works sees 'highest ever' monthly sales figure

The Works achieved its “highest ever” monthly sales figure in December 2012 as it saw... Continue reading at The Bookseller

[ The Bookseller | 2013-01-09 00:00:00 UTC ]
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Is a new 'Harry Potter' short film in the works?

'Harry Potter' cast members are reportedly filming a short movie that will be screened at the franchise's theme parks. What will the new film show? Continue reading at The Christian Science Monitor

[ The Christian Science Monitor | 2012-12-13 00:00:00 UTC ]
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How Any Brand Can Become a Publisher

If an advertiser wants to jump on this whole "brands as publishers" trend, they would seem to have two choices. They can hire editors and writers and start producing lots of their own content, like GE. Or they can have junior staffers or interns spend half the day trolling the Web to find... Continue reading at AdWeek

[ AdWeek | 2012-11-21 00:00:00 UTC ]
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Sainsbury's grows own brand book sales by 33%

Sainsbury’s has grown pre-tax profit by 2.5% in its half-year results as the retailer said... Continue reading at The Bookseller

[ The Bookseller | 2012-11-14 00:00:00 UTC ]
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Tablet editions 'reinvigorating' print magazine brands, PPA claims

Tablet editions of magazines are complementing rather than cannibalising print editions, according to research conducted by magazine trade body PPA. Continue reading at Media Week

[ Media Week | 2012-11-13 00:00:00 UTC ]
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Making the Penguin Random House Merger Work

The trick to making the Random House/Penguin Group merger work will be to create a publisher that can take advantage of the resources and economies of scale a company with revenue of $4 billion brings and combine that with an editorial approach that emphasizes close cooperation with authors,... Continue reading at Publishers Weekly

[ Publishers Weekly | 2012-11-05 00:00:00 UTC ]
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Books as Brands

Licensing is a growing focus for many publishers as they look to generate awareness and spur book sales for in-house developed and acquired properties, and bring in incremental revenue. Continue reading at Publishers Weekly

[ Publishers Weekly | 2012-10-15 00:00:00 UTC ]
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Waterstones begins new branding push

Waterstones is rolling out a new branding campaign set to emphasise the benefits of shopping in a... Continue reading at The Bookseller

[ The Bookseller | 2012-10-05 00:00:00 UTC ]
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Publishers must be "drivers" of brand

Publishers should be the "drivers‚" of multimedia brand development, undertaking... Continue reading at The Bookseller

[ The Bookseller | 2012-09-28 00:00:00 UTC ]
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Chinese authorities ask booksellers to ban Japanese works

The government is also pressuring Chinese publishers to stop translating and publishing Japanese content as tension increases between the two countries. Continue reading at The Christian Science Monitor

[ The Christian Science Monitor | 2012-09-26 00:00:00 UTC ]
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The Ultimate Personal Brand-Builder? Your Very Own App

While reading Ryan Holiday's Fast Company story about books being the ultimate new business card, as a published author, I couldn't agree more. However, as Holiday points out, today's authors are in the "idea-making business, not the book business." In other words, writing your own book is just... Continue reading at Fast Company

[ Fast Company | 2012-09-24 00:00:00 UTC ]
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Igloo and The Works team up for charity title

Igloo Books and The Works are teaming up to produce a children’s book to raise money for... Continue reading at The Bookseller

[ The Bookseller | 2012-09-19 00:00:00 UTC ]
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Do Mass Market Originals Still Work?

Despite shrinking sales, declining shelf space, and the rise in popularity of relatively inexpensive ebook editions, mass market paperback is still a category that can be used to break out an author—especially in tandem with other publishing formats. A number of publishers contacted by PW said... Continue reading at Publishers Weekly

[ Publishers Weekly | 2012-09-01 00:00:00 UTC ]
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Hachette UK: DRM 'working very well'

Hachette UK has insisted its model of selling ebooks with Digital Rights Management included [... Continue reading at The Bookseller

[ The Bookseller | 2012-08-14 00:00:00 UTC ]
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Google buys Wiley travel brand Frommer's

Google has bought the travel brand Frommer's from John Wiley & Son, in a move that sees... Continue reading at The Bookseller

[ The Bookseller | 2012-08-13 00:00:00 UTC ]
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Online Publishers to Promote Each Other’s Work, Strengthen Digital News

Four local online newsrooms have united to broaden New Orleans&rsquo; news options. The mission of the newly formed New Orleans Digital News Alliance is to connect independent digital news organizations for the benefit of our readers and to stren ... Continue reading at Editor & Publisher

[ Editor & Publisher | 2012-07-24 00:00:00 UTC ]
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