Brands Opt For Web Video Shops And Skip Creative Agencies

Marketers are going direct to online video specialists for Web campaigns

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When Freshpet in September decided it wanted branded content, the pet food purveyor hired ShareAbility, a production house focused solely on producing YouTube videos, instead of going the traditional route of calling an agency.

At the time, a clip of an adorable 5-year-old, dubbed by the Internet as the Apparently Kid, was going viral and ShareAbility quickly snagged him for a one-off Freshpet video. The promo, which was released in mid-September, has been viewed 3.5 million times and shared more than 35,000 times on social media, while daily traffic to Freshpet has increased 416 percent.



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