Helping YouTube connect with and inspire its creators
The Thinking
As creators embrace ever more platforms, YouTube EMEA needs to maintain its position as the leading content hub. To do this, we ideate and create direct scaled comms to creators, helping YouTube to keep this important audience educated, inspired and empowered, wherever they are on their journey.
The Making
We approach every brief with an audience-first lens. From adaptations to producing original content and pilots, we leverage all key formats (from emails to videos and more), and creator interest verticals to deliver comms that really resonate with creators. We work with creators, who lend their authentic voices and influence, while collaborating with YouTube’s Brand Team to ensure the comms remains on brand and evolves as necessary.
The Blowing Up
With our ongoing work, we harness research and learnings from previous campaigns to improve performance and regularly exceed benchmarks. We include A/B testing (both message and visual) wherever possible. And together with the EMEA team, we’ve proactively developed and produced firsts and pilots, like a targeted email series, to help accelerate relevant product adoption and creator growth on the platform.
The Positive Impact
4%
in open rate uplift
65%
of campaigns in 2022 exceeded benchmarks
7%
in click-through rate