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Originals Launches
Amplify + YouTube launch a new series of Originals...
Challenge
As part of an ongoing partnership, YouTube briefed Amplify to develop a range of social content strategies to drive awareness, views and social mentions, and excite fans about upcoming YouTube Originals programmes.
Insight + Strategy
Bring the fans along for the ride and get them highly engaged in the conversation, tapping into a wider social and cultural landscape to ensure the ideas would resonate with them.
Combine the insights with themes of the documentary and analysis of creator content to create conversation pillars that guide our creative, and a channel strategy to highlight best practices for the audience.
Solution
YouTube Originals
We created a bank of highly shareable assets using content inspiration from the shows, adapted to communicate the varying narratives and featured artists. Content ranged from short snackable, turning quotes and story beats into GIFs to keep the conversation going, along with longer interactive forms challenging fans to interact with the talent and upcoming programmes. Highlights included:
10.8M
reach
100+
posts
1.7M
total video views
629K
engagement