YouTube Made For You

Problem: Advertisers were focusing on TV as a place to build their brand, relying on tried and tested approaches, and believing (at the time) that TV was more culturally influential.

Task: To grow YouTube advertising revenue, getting advertisers to use YouTube as a brand building platform due to its perceived cultural relevance.

Context: Advertisers believed YouTube had some culturally relevant content, but didn’t understand the range and power of the creators on the platform.

Insight: The two-way relationship between fans and creators is what made YouTube special, and these relationships were growing at scale to impact popular culture.

Strategy: To show the scale of creators and the power of the relationship they have with fans to prove YouTube’s important role in popular culture.

Idea: Made for You
A campaign that celebrated the fan-creator relationships that were unique to YouTube. Born of the shared passion of creators and fans, that only exist because of the platform. We wanted to celebrate these relationships and show their role in popular culture.