YouTube increases daily active users by inviting millennials to binge playful content
YouTube asked Newfangled Studios to help transform transactional users (i.e. ones that only log on to search for 'how to' content or product reviews) into daily active users who see YouTube as a constant source of entertainment and discovery.
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A destination for FUN.
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YouTube isn’t just a search engine, but a destination for fun. We needed to reach people who weren’t familiar with the platform and show them what they were missing out. And we did it by championing all the things that we knew they loved. Leaning into top affinities like Home Decor and Fashion, we built this content-forward concept to lean into the shared meaning of the word play, reinforcing the platform as a place to experience moments of joy.
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The Playlist
Since the goal was to attract viewers to spend more time on YouTube, we engaged popular YouTubers across the Home Decor and Fashion verticals to build content-forward playlists. These served as destinations for our ads and helped steer viewers to the content they love.
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"Overall, love, LOVE, LOVE!
Or more specifically, *chef's kiss*"
"This is beautiful! Outstanding work."
"You guys were the best partners for this. I so appreciate everything you did to help bring the story of Team UNBROKEN to life!
A destination for FUN.
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