Client: Google/YouTube
Agency: Droga5
Google was debuting a new ad unit that allowed people to buy anything they saw in a video, turning YouTube into a shopping network. So we introduced the unit into the world with something called Awesome Stuff Week, a week-long celebration of products on YouTube, featuring dozens of famous YouTubers posting videos about their favorite stuff. And by stuff, we mean shoppable products:
How Awesome Is This? was both a fun, natural promotion as well as an effective way to show the world the new ad unit without mentioning it directly.
In total, the two-week campaign got just under 10 million views (most of them earned) across dozens of videos from dozens of different YouTube stars. Sentiment measuring showed that across 4,000+ authentic media and online mentions, the campaign held at 76% positive and 24% neutral with 0% negative, amazingly positive for an advertising campaign about a new type of advertising unit.
Awesome Stuff Week won a Webby in the Native Advertising category.
Press:
"The Great Unboxing: How YouTube Is Pitching Shoppable Ads To Brands" - Digiday
"Google Wants You To Do Your Holiday Shopping On YouTube This Year" - Business Insider
"YouTube Will Make All Of Its Videos Shoppable" - TubeFilter
"YouTube Showcases Shoppable Videos As Part Of Awesome Stuff Week" - Social Media Today