YOUTUBE

Showing key opinion formers the impact of YouTube on the creative economy

challenge

Show Key Opinion Formers (KOFs) in EMEA, including politicians and journalists, who often have skewed perspectives of YouTube, how the platform contributes to their economies, by championing creativity.

CULTURAL INSIGHT

YouTube breaks down traditional gatekeepers and allows creators to commercialise fandoms, contributing £1.4B to the UK economy.

solution

An ongoing campaign that spotlights creators of all sizes — from illustrators to opera houses —  who are using YouTube to grow audiences, revenues and cultural footprints.

Series 1

Kaushal Beauty

I’m Jette

Believe

National Theatre

Series 2

Global Cycling Network

Mahalia

Royal Opera House

Outcome

YouTube’s most effective KOF campaign to date.

Results

Series 1: Lifting KOF Proxy perceptions ‘YT is a positive contributor to the creative economy’: