Rightster shares rise on new deals with Procter & Gamble

Digital video outfit Rightster Group has announced two new deals with US consumer products giant Procter & Gamble.The first partnership was for sourcing user-generated content for P&G's Father's Day campaign for its Vicks VapoRub brand in India.Rightster also worked with P&G in France to help promote its new Tampa Compak Pearl campaign, generating over 1.4m views on YouTube alone.Company chief executive Patrick Walker said the deals "demonstrate the increasing appetite of major brands to use original and user-generated online video content to connect with young audience"."The emotive and measurable impact of online video can't be ignored," he said.Shares were up 5% at 14.7p in mid-morning trade.