What Happened
In a bid to target millennial mothers, Viacom has teamed up with the top parenting channel on YouTube “What’s Up Moms” to put the latter’s branded videos on its cable networks. The first branded video, which features creative ways to use Hershey’s Chocolate during the holiday, debuted on Monday on Viacom’s cable channels and digital platforms at the same time as on YouTube. The video is a collaboration between Viacom Velocity, Viacom’s creative content arm, and the creators behind What’s Up Moms. Two more spots are slated to air next year, and will feature different brands.
What Brands Need To Do
This marks the first case of a national media owner partnering with a YouTube channel and its niche content creators in order to produce branded videos. Brands looking to create branded content for a specific demographic should consider collaborating with niche content makers who have a proven track record in reaching a demo.
Plus, with some help from YouTube’s now widely available shoppable ads, brands with great video content should have a pretty good shot at finding interested audiences and effectively move them down the sales funnel on YouTube.
Source: AdWeek