How 3 brands pushed the boundaries of creativity to win with consumers

Chair of FCB Global reveals which creative strategies are captivating viewers [THE INTERSECTION OF MARKETING INSIGHTS AND VIDEO CULTURE] [YouTube Re:View] How to push the boundaries of creativity TLDR: Harness the power of creativity to drive results - Embrace what your consumers are up to – or into — to discover new ways to engage - To increase engagement, give viewers a reason to lean in and become active participants - Tap into YouTube trends to drive relevance and resonance, especially among Gen Z [COUNTRY'S NEW CROP] T H E I N S I G H T S How top brands are embracing creativity to win with consumers While there’s no singular way to make a successful video campaign, there are a few strategies that brands are leveraging to create value and drive impact. Let’s explore how a few leading brands are leveraging YouTube to connect with viewers. Be responsive to what your fans are passionate about As [fandom continues to be a primary generator of pop culture](), embracing your audiences’ interests offers brands new ways to engage. Uber knew that Gen Z was more concerned about climate change and environmental issues than other generations, so they [created an ad that shared their commitment to sustainability](). The campaign featured real drivers and promised that each of them would have access to an electric vehicle by 2030. By expressing and upholding their values, they were able to drive significant ad recall and deeply resonate with 23M unique viewers. Give audiences fresh ways to interact with your brand Connecting with audiences means giving people the opportunity to truly lean in, which transforms passive viewers into active participants. One way to drive engagement, especially for brands with high awareness, is by giving people new ways to interact with your brand. Take Frito-Lay, who turned to YouTube to make a lasting impression on music fans. They leveraged a music sponsorship to maximize SOV and align their Fritos brand with the highly anticipated release of Thomas Rhett's new album. They also leveraged YouTube to land their big surprise – an exclusive livestream of Rhett and 4 emerging country artists, which allowed Fritos to organically engage with a captivated audience in real time. The [campaign]() surpassed their goals, generating over 3.2M views and 1.2M engagements. Leverage the latest cultural trends to remain top-of-mind As viewers become more active participants, brands that embrace cultural trends have the opportunity to remain relevant, especially among Gen Z. Hulu leveraged this strategy by tapping into the ambient rooms trend. On the surface, it’s music, but for viewers, ambient rooms offer an extended moment of wellbeing and zen. During the pandemic, the trend exploded and has since become endemic to YouTube. With the ability to showcase longform creative on the platform, [Hulu put their spin on ambient rooms]() by sharing three hour-long videos inspired by one of their popular shows. Thanks to various easter eggs in the video, the campaign received strong engagement, reminding us that ads are more than just placements near what people love. Ads should be what people love. To see experts Susan Credle, Chair of FCB Global, and Abigail Posner, Director of Google Creative Works, share their perspectives on what makes these and other creatives break through with viewers, [check out this new video series](). How was this edition? [Smile_terrible.png]() [Smile_bad.png]() [Smile_neutral (1).png]() [Smile_good.png]() [Smile_excellent.png]() Terrible Bad Neutral Good Excellent Has this been forwarded to you? [SUBSCRIBE TO RE:VIEW]() [YouTube]() [X]() [LinkedIn]() This email was sent to {EMAIL} because you indicated that you are willing to receive occasional YouTube product-related emails. If you do not wish to receive such emails in the future, you may [unsubscribe here](/MTcyLUdPUC04MTEAAAGUfxhdKdUQzZ84Inf-S8ZVOKMEPd3ylHkzEqG-gKAm9LSBFh0_cLQrdvFdDSPMCUMfp_ru07M=). © 2024 Google LLC, d/b/a YouTube, 901 Cherry Ave, San Bruno, CA 94066