YouTube increases daily active users by inviting millennials to binge playful content
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A destination for FUN.
Play More
YouTube isn’t just a search engine, but a destination for fun. We needed to reach people who weren’t familiar with the platform and show them what they were missing out. And we did it by championing all the things that we knew they loved. Leaning into top affinities like Home Decor and Fashion, we built this content-forward concept to lean into the shared meaning of the word play, reinforcing the platform as a place to experience moments of joy.
The Playlist
Since the goal was to attract viewers to spend more time on YouTube, we engaged popular YouTubers across the Home Decor and Fashion verticals to build content-forward playlists. These served as destinations for our ads and helped steer viewers to the content they love.
A destination for FUN.
More work
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