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Amplify

Core disciplines: Brand Activation, Events, Experiential marketing, Integrated marketing

The most viewed agency in 2017

YouTube | We Are The Creators

Amplify help YouTube champion the champions with content creation. 

Challenge

YouTube’s Brand Partner Programme is a year long program that helps connect with partner brands and inspire them to create compelling content for their audiences. Amplify were challenged with developing a platform for the programme and launching it with a two-day workshop.

Insight

We know to create truly great content on YouTube, brands need to think in a different way. They need to act less as broadcasters and more as publishers and understand that the platform requires them to be authentic, creative and collaborative.

Strategy

Create a high-energy, informative and useful series in aspirational, creative cities around the world, and empower the brands to act like YouTube Creators.

Solution

WE ARE THE CREATORS.

Using this inspiring call to action we created an environment where brands could come together to learn and be inspired. We chose the creative hub of Lisbon for the first installment of the workshop, collaborating with local street artists to develop a vibrant and ownable identity and creating bespoke murals for each of the brands.

By day, the attendees from brands such as Stella Artois, Coca Cola and ASOS worked with YouTube and its top content creators, like Vice, to take their content creation to the next level. By night, we created made sure the brands could relax, get up close and personal with creatives and get a taste of Lisbon’s inspiring scene. Whilst they partied into the night, we edited seven Content Series trailers to surprise and delight the delegates the next day.

Results

YouTube are now rolling out the We are the Creators workshop format, which is loved by Google and attending brands alike.

  • Amplify have since returned to Lisbon and are now preparing for the third workshop.
  • YouTube have seen an increase in advertising spend behind content from the brands involved.
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