YouTube Music is a music service developed by YouTube. The streaming service and music discovery platform provides users with a tailored experience, allowing them to uncover new albums, singles, videos, remixes, live performances and more.
But here came the problem, the streaming space is cluttered. The likes of Spotify and Apple Music had already commandeered large sections of the market. Though YouTube Music had separated itself from its competitors with an enhanced search function that enables listeners to search songs and videos by simply describing them, not all were aware of the apps existence. Less were aware about its capabilities.
I was brought on board by global agency We Are Social as a music specialist to help rectify this. They wanted a campaign that tunnelled into the hearts of music listeners across all cultures. To do so, YouTube had partnered with Stormzy, Little Mix, Anne-Marie and George Ezra.
As a Researcher/Strategist who has been working in the music industry for over half a decade, I was able to offer direction and strategy on the specific stage shows, lyrics and YouTube videos that fans of each artist most resonated with. Then, alongside the team, I crafted copy that both championed the app’s broader search functionality and made it explicitly clear to the audience that YouTube Music had arrived.
The messaging was fashioned for outdoor-advertising and paid social media. In November 2018, traditional and digital billboards went on display across the country.