YouTube Premium delivers a global, multi-platform campaign to raise feature comprehension.
Big idea…even bigger deliverables list
The goal was to boost feature comprehension - But with a whole suite of features to explain and a global media plan that spanned the internet, the deliverables list became a mountain. We needed to conquer the impossible: delivering high quality stories at scale without blowing the budget or timeline.
Produced for platform
Our production plan accounted for everything from social and static assets to cinematic pre-roll. By shooting in multiple styles, we created the flexible "building blocks" for over 90 assets, including high quality lo-fi videos shot on Google Pixel.
Global from the start
The stories were written to be universal, and every detail, from copy to casting to art direction, was considered for easy localization around the world. Through a close collaboration with Jellyfish, we ensured all the creative connected with the right people while being held together by a unified message and a consistent look and feel.
Don’t cut down, build up.
Rather than the traditional approach of cutting down a :30, we built the highest profile asset, which aired during the NFL kickoff, by combining all 8 of our 15 second spots.
More work
Explore our recent case studies to witness firsthand how our creative marketing strategies have driven engagement, boosted brand awareness, and delivered tangible results for our clients.
