Bauer Media has teamed up with music streaming service Guvera to launch the Cleo Guvera channel.
Speaking to Mumbrella Natalie Bettini, general manager of marketing at Bauer Media, said Guvera approached Bauer Media with the concept as “they were looking to engage with a publisher to get some premium content on the platform”.
Bettini explained the Cleo Guvera channel links through to the Cleo site, with Cleo also producing some bespoke content for them.
“It’s perfect timing to have this partnership because Cleo Bachelor voting has just gone live. We got all the bachelors to pick their favourite stripper song because of our partnership with Magic Mike XXL,” she said.
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Guvera commercial director Oceania Yemee Fernandes told Mumbrella the branded channel is “a great way for brands to engage with consumers through music and entertainment.”
“The channel has been going really well, they’ve got over 1,000 followers on their playlists and over 500 channel followers. This is really good given it only launched a couple of weeks ago. We’re quite pleased with it.”
Fernandes said Guvera “feed off the existing Bauer content”.
“The API directly links to content Bauer and Cleo want to feature on the channel. It’s about keeping the content fresh which Cleo does very well. It’s content that Bauer and Cleo want to drive,” she said.
According to Fernandes, Guvera has 1.15m registered users, however she declined to reveal the platform’s active users.
“We don’t really reveal exact numbers but we are growing month-on-month 40 or 50 per cent. The main thing for Guvera is we are the most highly engaged in how we work with brands,” she said.
“Guvera is built on a brand-funded model. The whole point of Guvera is that we work with brands on creating highly engaging content through music. For us the objective is how do brands connect and engage with fans through the platform that Guvera offers. The channel becomes your content hub.
“It’s really suited to what the brand’s key content message is,” she said, highlighting partnerships with other brands such as online retailer The Iconic and travel brand Contiki.
The Guvera platform is being pushed on the Cleo website with a number of banner display ads, with links to Cleo content on the Cleo Australia Guvera channel.
In July Guvera said it was set to receive a “significant” investment, with an investment bank involved in a $100 million placement to further grow the business.
Miranda Ward