Dive Brief:

• Viral content creator Upworthy, known for its emotionally charged stories, has an advertising package that it claims can improve brand perception by 25%.
• The package has already caught the attention of Unilever, Gap, Pantene, and Target, who are all clients of Upworthy.
• The Upworthy Collaborations program is dubbed a "strategic bundle" of digital media methods. The company said that brand content on the site gets 3.5 times more overall views, three times as many social shares, and 2.9 times more attention-minutes than other stories on the site.

Dive Insight:

For example, Unilever's Project Sunlight campaign scored 10 million pageviews alone during a social media chat called #UpChat that the site curated. Upworthy's CRO James Marcus said the company sees 50-100% lift of brand awareness during campaigns—perhaps something other brands looking for partnerships should take note of.