After a troubling year that saw YouTube embroiled in a brand safety crisis, leading to an (albeit temporary) exodus of high-profile advertisers from the platform, the video-sharing site is looking to build back its profile by highlighting the sought-after relationship it has with its viewers.
The B2B campaign, 'More Than Just Viewers', is targeted at advertisers and agencies who handle media budgets.
Created by AMV BBDO, the film charts the experiences of 27 viewers who use YouTube for education or entertainment purposes, including workout videos, music lessons, sports viewing, sign language lessons, parenting classes, gardening and cooking. True to its jovial side, the film also features a token cat.
Many of these characters are consuming YouTube video on the move - to highlight the fact that 70% of YouTube views now come from mobile.
By highlighting the myriad of reasons viewers go to YouTube, and the importance of audience attention, the film looks to highlight the platform's ability to drive deep connections with its audiences, which advertisers can then tap into.
The campaign leads with digital video with 90, 30,15 and 6-second (YouTube's 'bumper' format) edits and is extended across out of home, print and experiential.