YouTube is to partner with American Express, Johnson & Johnson, PepsiCo, General Electric and their agencies to help develop content for the video streaming platform as it begins it search for brand partners through its new content programme.
Announced today at Cannes Festival of Creativity, the Partner Programme pilot, which will begin in September, is planned to have expanded to include 100 partners by the end of next year.
The programme will aim to help brands create engaging content for YouTube's global audience of over 1 billion people, with spearhead brand being assigned a partner manager who will offer insight and experience on content strategies and building audiences.
In a statement, CMO of PepsiCo, Frank Cooper, CMO, is focused on developing original content that effectively competes in the new entertainment ecosystem, not only for our flagship brands like Pepsi, but across our entire portfolio. This requires new tools, new storytellers and new measurements, so we are incredibly enthusiastic about navigating this new terrain with Google and YouTube."
Kim Kadlec, worldwide VP of global marketing for Johnson & Johnson, added: “The partnership with YouTube is an incredible opportunity to elevate the emotional connection consumers already have with Johnson & Johnson, and create new and innovative content that will engage and resonate among next-generation consumers."
Meanwhile, Robert Kyncl, global head of content at YouTube, who led the presentation, offered his view on the platform, telling his audience that brands should view YouTube as a different opportunity from TV content creation and distribution.
"YouTube is the best place to engage with your audience. If you start your campaigns on YouTube you will actually gain burning insights into what works and what doesn't and you will find your messages amplified to advocates and influencers who are really passionate about your brands," he claimed.