Yahoo7 has launched Australia’s first proprietary network owned and operated, end-to-end content marketing solution, announcing Nestlé Purina as its founding advertiser.
Leveraging Yahoo7’s data, content and technology offering, Yahoo7 Storytellers will leverage the full suite of capabilities to build, execute and measure a data-led content marketing strategy, to launch Nestlé Purina’s new natural pet food product, Beyond.
Yahoo7 Storytellers allows advertisers to easily produce, distribute at scale and measure premium branded content.
The end-to-end marketing solution is brought to life by Yahoo7’s content strategists, served and measured through the company’s native advertising marketplace, Gemini.
Powered by Yahoo7’s ‘datasphere’, campaign strategies are shaped by insights from almost half of the Australian population through Yahoo7’s audience of 11 million unique users.
The unique end-to-end nature of the product provides premium, data-led strategies and content for almost any brief, which are easily implemented and managed by one point of contact.
Through Yahoo7’s network of content specialists, advertisers will have access to a range of bespoke content solutions, including how-tos, flat lays, video and sponsored features, all of which will be recommended based on an intimate understanding of the client’s audience and campaign objectives.
As well as leveraging Yahoo7’s suite of proprietary technology, Storytellers also utilises the company’s premium editorial destinations, such as lifestyle destination Be, to serve the content to the most relevant audience at the optimum time, and measure and report on real-time outcomes.
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,” she said.
“It also enables to push out the content to a greater audience with similar interests and limited wastage through the use of Yahoo7’s native marketplace, Gemini.”
Nathan Hill, head of marketing at Nestlé Purina, said: “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.”
Paul Sigaloff, chief revenue officer at Yahoo7, said: “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.”
Client: Nestlé Purina
Head of marketing – Nathan Hill
Brand manager (special projects) – Samantha Normoyle
Marketing manager (dog and treats portfolio) – Suzanne Poezyn
Brand: Purina Beyond
Agency: MEC Sydney
Digital manager – Jade Tainturier
Client and communications director – Harriet Nash
Media and publishing partner: Yahoo7 Storytellers
Commercial strategy specialist – Teneale Rodriguez
Account manager – Jimmy Aoun