YouTube Premium

After studying all global YouTube Premium campaigns (UK, US, and Japan primarily), I was convinced that the best strategy was to celebrate the positive benefits of subscribing, rather than going for the negative approach that all markets embraced (the frustration of interruptions if you don’t subscribe). That's because I believe it’s counter productive to depict the downsides of our free access. After all, those interruptions are what allows us to keep our ad business running, so I would rather focus on the full immersion in the content you love, made possible by the subscription. This intuition turned out to be very fruitful, as this campaign went on to win the Google Highest Consideration Global Campaign Award for that year.