P&G's CoverGirl, Pantene to pilot new software for YouTube insights

VENICE, Calif. — ZEFR, a software-as-a-service platform for brand and content management on YouTube, has announced that Procter & Gamble’s CoverGirl and Pantene brands will be the first partners in the pilot program for BrandID, its newest SaaS product.



ZEFR will demo BrandID to brands and agency partners attending the Cannes Lions International Festival of Creativity next week.



ZEFR BrandID helps brands identify their most valuable fans, provides visibility into how fans are responding and contributing to their brand presence on YouTube, and delivers actionable insights on how to reach, engage and leverage fans to maximize brand exposure and impact. With BrandID, brands can amplify their brand with their most loyal fans. It also provides data on entire industry verticals so that brands can see everything happening on YouTube in their category, including their competitors, the software provider stated.



Most brands on YouTube have insights only into their officially uploaded, paid assets, but with BrandID, brands can discover the universe of fan-uploaded earned assets, which often outnumber official content by 10-to-1, the company stated. BrandID is powered by ZEFR’s content identification technology, Inception, which is used by several movie studios, music labels and sports companies worldwide.



“ZEFR has invested years in building and refining the technology to identify fan activity on YouTube. We applied our technology to help many content owners manage their fans on YouTube, and now with BrandID we are leveraging that expertise to enable brands to gain visibility and insight into their official and fan-generated presence on YouTube,” said Zach James, co-founder of ZEFR. “We’re excited to launch the pilot of the product with partners CoverGirl and Pantene, two of the biggest brands in the world, both with a strong YouTube footprint.”