Marketing directors and media agencies had begun to take YouTube for granted. Decision makers also had misconceptions about the nature of YT content (i.e it’s all cat videos or YouTubers). Lastly, the platform had suffered some reputation damage due to media coverage of some content on YouTube.
YouTube entertains and inspires in ways that advertisers were overlooking. We needed to find a way to showcase the multifaceted utility and benefits of the platform in a way that was entertaining in itself. So, to show rather than tell this story, we needed a format that was flexible enough to showcase verticals that are particular strengths of YT.
We developed a content-led solution inspired by Desert Island Discs. Special guests from an array of industries take us on a journey through their creative lives, with reference to content on YouTube and how it helped them with discovery, development or inspiration. The celebrity guests are selected for their area of expertise but also because they have an authentic love of the platform. They are interviewed at live events attended by selected guests from the media and advertising worlds.
In the press...
Further interviews, articles and thought pieces were created off the back of the videos and circulated in a traditional press push. Paid partnerships with trade press secured a sufficient level of ‘noise’ ahead of time, alongside a social promotion plan using YouTube and LinkedIn. The content was B2C, the media was B2B.
On home soil...
Selecting ‘your own TIMY playlist’ was used to galvanise teams internally. Top tier management and sales teams promoted their own via social, also including them in their signatures to encourage people to explore the full series. These playlists and the TIMY brand also lived IRL throughout the office to serve as a reminder to internal staff, and an introduction/discovery to anyone visiting.
This Is My YouTube
Marketing directors and media agencies had begun to take YouTube for granted, so we found a way to showcase the multifaceted utility and benefits of the platform in a way that was entertaining in itself.