ABOUT
A through the line campaign for YouTube, hero'ing their breadth of Creators on the platform and their amazing reach and engagement numbers.
We worked with 18 of the UK's biggest and up and coming Creators; bakers, comedians, movie-makers, vloggers, spoken word artists and fitness fanatics. Our creative held the brand at it's heart and showcased the unique and special relationship Creators have with their fans with bespoke and individual cultural texture that supported their ad individual ad placements.
Content went live across London in a zone 1 takeover with DEPs, transvision screens, platinum cross-platform 48sheets, and routemaster busses encompasing OOH. We delivered a media first with programmatic Cinema working in partnership with DCM, and traditional a traditional 60s spot across over 200 screens in London. Traditional 60 and 30 second spots were live on VOD on Sky and ITV, and we launched on YouTube with a series of 12 bumpers (a first) followed by a suite of 15, 30 and 60 second TrueView spots. We built a series of digital page take-overs for key London websites, banners, and mastheads. A Metro partnership launched the PR campaign with a wrap and continued with a series of in-paper placements across the campaign period.
I supported the campaign as lead project manager, managing the over-arching budget and timeline for the agency. I managed the video production for the campaign, and worked with 3 other producers to manage the other levels of deliverables of the campaign.