P&G Partners With Zefr to Listen In on YouTube Fan Base

Startup making its pitch next week at Cannes

All brands want to be content creators these days—and if their customers will create content for free, even better. But in the vast sea of YouTube videos, it’s not easy to keep track of all that fan-created fare.

Los Angeles-based Zefr claims to have a solution. Procter & Gamble's CoverGirl and Pantene are the first brands to use BrandID, a software product designed to help advertisers find and listen to their most engaged and inspired customers—that is, people who actually make videos about or in response to their favorite products.

Surprisingly, there are a lot of these folks out there.

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