BuzzFeed isn’t just curating viral content, now they’re creating it as well.

BuzzFeed isn’t just curating viral content, now they’re creating it as well. The site’s branded video for Purina, “Puppyhood,” earned over 2.2 million shares in a week, and 4 million views in the past two weeks. The video’s “unpolished” improv style has helped make it a success, and the spot “doesn’t feel like a typical ad, it just feels like a funny video you’d send to a particularly puppy-happy friend.” (Marketing Magazine)