YouTube Is Ready to Take on TV-Sized Budgets
ADWEEK|May 2, 2016

Google plots a multipronged strategy - using talent like Rachel Levin - to make its video arm the biggest draw for TV dollars.

Lauren Johnson
YouTube Is Ready to Take on TV-Sized Budgets

IT ISN’T ALWAYS EASY TO PAIR UP THE SUITS OF THE MARKETING WORLD WITH THOSE FREEWHEELING KIDS that make the buzziest videos in the digisphere. The two sides—and more importantly, their respective brands— must have chemistry. So last July at VidCon, the annual digital video conference held in Anaheim, Calif., YouTube set up a “speed dating” event, hoping to play matchmaker between advertisers and creators. Among the talent mingling with marketers was Rachel Levin, a rising beauty vlogger who immediately hit it off with the people behind the anti-smoking initiative Truth. “She wasn’t originally on our radar,” admits Justin Hooper, group creative director at 72andSunny, the agency handling Truth.

She’ll be on just about everyone’s radar this week at the Digital Content NewFronts in New York where YouTube will pitch Levin and other charismatic stars from its creators’ stable at its Brandcast event. Levin, though still a relative unknown, seems like an easy sell—she’s recently entered rarified YouTube air by passing the 1 billion view mark. What’s more, her YouTube subscribers have shot up from 1.9 million to 7.6 million in the past year, and her videos get watched 3.5 million times per week.

Such numbers are why Truth execs cast her for their “It’s a Trap” campaign after learning that, in her personal life, she had little patience for cigarettes. “She had so much enthusiasm and believed in the brand so much [that it] seemed like a total no-brainer to use her,” Hooper says. The commercial has been viewed 6.5 million times (a big number for a PSA) on YouTube since August.

Levin’s secret to success is “only putting out content that I’m super proud of,” she says. “I know what videos my audience likes to see, and I’ve maintained a good connection with my audience.”

Bu hikaye ADWEEK dergisinin May 2, 2016 sayısından alınmıştır.

Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.

Bu hikaye ADWEEK dergisinin May 2, 2016 sayısından alınmıştır.

Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.

ADWEEK DERGISINDEN DAHA FAZLA HIKAYETümünü görüntüle
News Anchor Of The Year Megyn Kelly
ADWEEK

News Anchor Of The Year Megyn Kelly

From Trump to ailes, the fox news personality fearlessly faces off with the powers that be—and ends up crushing the cable ratings race.

time-read
5 dak  |
November 28, 2016
The Big Bang
ADWEEK

The Big Bang

Global consultancies are rocking the agency world, creating a new universe of offerings that meld marketing and technology.

time-read
10 dak  |
March 13, 2017
DROGA5
ADWEEK

DROGA5

Using the fingers on just one hand, David Droga argues, you can count the number of agencies that possess a “strong soul.”

time-read
6 dak  |
December 05, 2016
Ogily
ADWEEK

Ogily

When it comes to leadership changes, 2016 will be remembered as a time of disruption.

time-read
6 dak  |
December 05, 2016
The Myth of White Space
ADWEEK

The Myth of White Space

'Brands have to stand out in an obvious crowd—not stand alone in an unusual spot that no one cares about.'

time-read
4 dak  |
December 12, 2016
Brand Phelps
ADWEEK

Brand Phelps

Can the greatest olympian in history be as dominant out of the pool as he was in it?

time-read
10+ dak  |
December 12, 2016
Masters Of Their Domain
ADWEEK

Masters Of Their Domain

WHY DIGITAL BRANDS ARE KILLING IT IN ECOMMERCE. BY LAUREN JOHNSON

time-read
3 dak  |
April 16, 2018
Winners' Playbook
ADWEEK

Winners' Playbook

BRANDS OFTEN FIND THAT WHEN THEY AIM TO DO GOOD, THEY ALSO END UP DOING WELL. HERE ARE FOUR RULES TO KEEP IN MIND. BY DAN TYNAN

time-read
2 dak  |
April 16, 2018
Flipping The Disruption Script
ADWEEK

Flipping The Disruption Script

THE FORTUNE 500 SHOULDN’T REST ON THEIR LAURELS OF HAVING A FIRST-TO- MARKET ADVANTAGE.

time-read
3 dak  |
December 4, 2017
MCCann
ADWEEK

MCCann

All things old were new again in 2017 as McCann dominated the U.S. agency landscape with a string of wins and created the most-discussed campaign of the year in Fearless Girl. 

time-read
7 dak  |
December 4, 2017