Yahoo7 launches content and technology offering Yahoo7 Storytellers
Yahoo7 has unveiled Yahoo7 Storytellers, an end-to-end proprietary content marketing solution which uses data, content and technology from Yahoo 7 to drive strategy.
As part of the launch, Nestle Purina has been announced as its founding advertiser, with Yahoo 7 Storytellers using its solution to launch the brand’s new pet food product, Beyond.
The solution, created by Yahoo7’s content strategists using the brand’s native advertising marketplace, Gemini, will allow advertisers to produce, distribute and measure branded content. It will leverage editorial destinations such as Be, to serve the content to the most relevant audience, Yahoo7 said in a statement.
Jade Tainturier, digital manager at MEC, led the founding collaboration on behalf of client, Nestlé Purina.
“Yahoo7 Storytellers allows us to work closely with the team and the client to determine different types of content that would resonate best with our audience. It also enables us to push out the content to a greater audience with similar interests and limited wastage through the use of Yahoo7’s native marketplace, Gemini,” she said.
Nathan Hill, head of marketing at Nestle Purina said the new solution “offers accountability for effectiveness”.
“We’re excited to be at the forefront of digital content strategy in partnering with MEC and Yahoo7 on the launch of Storytellers. Our challenge in bringing the Purina Beyond brand to market is to inspire emotion and build relationships with relevant consumers. Yahoo7 Storytellers offers accountability for effectiveness, giving us confidence that our campaigns will achieve success,” he said.
Paul Sigaloff, chief revenue officer at Yahoo7 added: “There’s no room for uncertainty in marketing. Advertisers need to know what will deliver brand metrics and truly move the needle with their next campaign.
“What makes Storytellers completely unique is that it’s sold on known outcomes and can be aligned to brand metrics, meaning advertisers walk out of the room knowing they will generate guaranteed results for their campaign.”
Credits:
Client:
Nestlé Purina
Nathan Hill, Head of Marketing Nestlé Purina
Samantha Normoyle, Brand Manager, Special Projects
Suzanne Poezyn, Marketing Manager, Dog & Treats Portfolio
Brand:
Purina Beyond
Agency:
MEC Sydney
Jade Tainturier, Digital Manager
Harriet Nash, Client and Communications Director
Media & Publishing Partner:
Yahoo7 – Storytellers
Teneale Rodriguez, Commercial Strategy Specialist
Jimmy Aoun, Account Manager
