Upworthy Claims It Can Deliver Its Positive Spin for Brands

At some point, you've probably come across a post from Upworthy, the publisher known for its emotional stories that make readers feel pumped up about the world. While this tactic has been shown to work for editorial articles—and has drawn guest curators like George Takei and Michelle Obama—the viral purveyors claim it can also change people's opinions about a company. And it's got the attention of clients Unilever, Gap, Pantene and Target. "I wanted to bring that same exact experience on our site to our client," Upworthy's CRO James Marcus explained. "We didn't want them to put a banner ad near that experience: We wanted them to have that same experience." Upworthy's advertising package, the Upworthy Collaborations program, is a "strategic bundle" of digital media methods that it knows works for its readership. The company claims that on average, brand content gets 3.5 times more overall views and 2.9 times more attention-minutes above the site average. In addition, these sponsored materials get three times as many social shares. And, according to Marcus, the company is seeing a 50 percent to 100 percent lift from topline brand awareness—and a 15 percent to 25 percent increase in positive associations with the brand. Luger explained that brands come to them with their content, and Upworthy uses its magic touch to make sure the message is packaged to drive the most engagement. For the Unilever Project Sunlight campaign, it created a hub and curated social media chat... Continue reading at 'AdWeek'

[ AdWeek | 2014-10-14 00:00:00 UTC ]
News tagged with: #magic touch #daily basis #business development

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Bookmarc: Bookstore as Luxury Brand

Bookstores may be many things, but fashionable isn’t usually one of them. That could change now that designer Marc Jacobs has put his imprimatur on Bookmarc stores on both coasts and added branded Bookmarc sections to a handful of MJ stores from Provincetown, Mass., to San Francisco, as well as... Continue reading at Publishers Weekly

[ Publishers Weekly | 2011-02-14 00:00:00 UTC ]
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Trade backs library e-lending, claims Overdrive chief

Written By: Benedicte Page Overdrive c.e.o. Steve Potash has said there is “enthusiastic support” for library e-lending from “many” trade publishing houses, describing fears over remote downloading as “not a real issue”. Potash was visiting London this week for talks with the major publishers,... Continue reading at The Bookseller

[ The Bookseller | 2011-02-02 00:00:00 UTC ]
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Amazon Claims E-book Sales Beat Paperbacks

The ebook sales milestone "has come even sooner than we expected," CEO Bezos says. Continue reading at PC World

[ PC World | 2011-01-29 00:00:00 UTC ]
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