When it comes to branded video, everyone’s looking for the next Subservient Chicken—the next big viral video hit whose humor or just plain oddness compels viewers to share it with their friends and thus build impressions. But for some time now, General Mills’ Betty Crocker brand has been working with digital video agency TouchStorm to create branded editorial video content that works not by generating viral buzz but simply by providing a targeted audience—parents baking children’s birthday cakes—with exactly the step-by-step information they want. And they’ve done it well.
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