YOUTUBE
CAMPAIGN OVERVIEW
AGENCY: Co: Collective
PRODUCTION COMPANY: Caviar Content & Caviar Digital
ROLE: Integrated Project Manager
Youtube launched it’s very own ad campaign promoting three of Youtube’s biggest Creators across all Google-owned properties, as well as print, out-of-home, and TV ads. This campaign was only pt.1 of a much larger long-term campaign. For this initial phase, Youtube highlighted Creators in Beauty&Fashion and Cooking: Bethany Mota, Michelle Phan, and Rosanna Pansino.
The campaign goal was to promote Youtube’s content, justifying the flow of its ad revenues. The campaign will support the new program Google Preferred, for advertisers to buy ad spots on their top performing content.
PROJECT DETAILS
Project consisted of multiple versions of TV ads, print ads, and out-of-home ads for each one of the three girls. I worked as a project manager along side producers/directors from the agency, digital production, and video production, as well as designers, web developers, and media parties.
PRINT ADS
Each girl had one full-page magazine ad. Some magazine’s featured all three girls on consecutive pages. Others featured one or two girls due to relevancy for targeted readers (ex: Rosanna in Food Network Magazine).
Some magazines that published ads were Seventeen, Allure, and Entertainment Weekly – Just to name a few.
OUT-OF-HOME ADS
OOH ads were displayed around New York City and Chicago.
+ Billboards
+ Train wraps
+ Subway train wraps
+ Subway interiors
+ Subway Stations
+ Bus Stops
+ Bus wraps
DIGITAL ADS
Ads on Google properties included:
+ YouTube’s home-page takeover equivalent
+ Google search and display banners
+ Video ads on Youtube’s network
TV ADS
TV ads ran nation-wide alongside specific programming on networks such as ABC and The CW, and large events like MTV Music Awards. There were also local broadcast in New York and Chicago. Of course, video ads were ran on the Youtube network.
Ads were :15, :30, and :60.
Disclaimer: I do not own or claim to have taken any of these photos.