Client: YouTube

 → Product: YouTube Premium subscription service. Premium gives you access to ad-free videos, background play, downloads (offline) and an immersive music experience with the YouTube Music app. 

 → Initiative: First of its kind upper funnel campaign for the YouTube Premium subscription service designed to reach well defined persona ‘Optimistic Devotee’ in four individual DMA markets to elevate awareness and boost consideration points. Previously only DR campaigns had been run to increase YouTube Premium subscription rate. 8-figure budget resourced.

 → Strategy: Because of a well defined demographic and interest based target audience, we were able to strategically reach the intended users at the times of day when they were most likely to consume media through an overlapping mix of audio ads, programmatic ads, OTT video ads, and cable television ads, along with native YouTube ads that included both humor and high-profile talent. 

 → Result: Increase in market consideration by over +1% measured through a series of targeted brand-lift studies. 

-Pete Sahaidachny