Grapevine, a Boston, MA-based network of YouTube native marketing experts, raised $1.1m in seed funding.
Backers included Boston Seed with Dave Balter as leading partner, Atlas Venture via Boston Syndicates, Diane Hessan, Joe Caruso, Jere Doyle and TJ Mahony.
Led by Brendan Lattrell, founder and CEO, Grapevine provides an on-demand platform for brands to promote products that combines marketing analytics with YouTube experts to deliver videos consumers trust and act upon. The company has a network of more than 4,000 YouTube stars who gets 350 million views monthly with videos averaging a click-through rate 50 times higher than traditional display for beauty, fashion and lifestyle customers, including Groupon, NYX Cosmetics, Remington and Walgreens.
Brands can review creative proposals submitted by interested YouTubers, monitor audience analytics as the views roll in, with conversion metrics. For experts, Grapevine offers product sponsorships with no exclusive agreements. They have the flexibility to work on deals with interesting brands while maintaining the creative freedom necessary to make original content.