For Brands, These Are the Do's and Don't's of Working With BuzzFeed

It's less about the product placement than the connection

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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 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.



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