Speaking at today’s (19 October) IAB Digital Upfronts, BuzzFeed Motion Pictures president Ze Frank spoke of the success of its video division, which currently averages around 2 billion views a month.
Previous video partnerships with brands like Hyundai and Purina have racked up millions of YouTube views and shares. Now, the brand is entering the UK market.
In terms of platforms, the videos will primarily be hosted on BuzzFeed, but also be available to view on YouTube and Facebook.
BuzzFeed UK and Europe’s general manager Kate Burns told Marketing Week that the brand wants to form on-going partnerships with brands.
“We are hoping to ultimately build long-term relationships with advertisers. The most important thing that we want from brands is a willingness to work together. I tend to find that the more freedom we have, the better we do,” she said.
Success will be measured on the brand’s overall campaign objectives and ensuring those have been reached. Social shares will also remain important.
“In our view, shares is one of our closest measurements of success because that’s proof that we’ve engaged the community,” she commented.
Besides being able to target a wide audience with contemporary content, Frank believes that BuzzFeed can offer advertisers a way to hit home with their target audience by connecting on an emotional level.
“Culture constantly changes. This is a problem that a lot of marketers and advertisers have – they copy the thing that is popular and as a result won’t get any returns. For us, it’s about understanding the underlying values that you’re trying to hit. What we do well is think about how the content is used and how to make it connect to other people,” he said.
Costa’s BuzzFeed campaign
Costa, the first brand to work with BuzzFeed in the UK, will see its campaign go live later this week.
According to Caroline Harris, Costa’s marketing director for the UK and Ireland, its partnership with BuzzFeed fits in with its overall strategy of innovation.
“We are always finding new ways of communicating to our customers, and we like to test and learn to see what works. Working with BuzzFeed was also an opportunity for us to have a first to market, which is fantastic for us,” she said.
In terms of goals, Harris said the brand wants to “continue to lead in social”, as well as start to emphasise its British heritage.
“When it comes to our video, we are hoping to get a million views, with one in three organic versus paid views,” she explained.
Harris is hopeful that the video could potentially lead to a more global awareness of the brand too.
“We are currently in 30 countries, so the partnership could expand our brand awareness on a global scale. We also know that London and Britishness really resonates in these markets as well.”
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