How Reach Entertainment Goes Big With Branded Video

Agency keeps a finger on the pulse of what's viral

Specs

Who (From left) Frank Catapano, managing partner; Gabe Gordon, managing partner; Marc Hustvedt, partner

What Digital content strategy agency

Where Venice Beach, Calif.

Realizing the best way to reach consumers is by creating video for the social media set, Gabe Gordon and Frank Catapano, William Morris Endeavor Entertainment alums, decided in 2012 to take the digital strategies they learned on the job and create their own content strategy agency.

Reach Entertainment helps companies like Anheuser-Busch, Walmart, Marriott and Purina navigate YouTube in order to create branded content around trending topics with top online influencers. For example, it used cat power to fuel a partnership between The Fine Bros. and Friskies for an April Fool's Day video called Cats React, a parody of the weekly hit YouTube series Kids React.

The clip has been viewed more than 10 million times—without the help of paid media. "Our formula is really understanding what formats are right to help find consumers for brands, and it's about finding the right storyteller," Gordon said. Here's a look: