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YouTube Music
The Other YouTube App
Taking over YouTube trends to tell people about their Music app.
While everyone knows YouTube for music videos, many aren't aware of the dedicated YouTube Music app that offers so much more.
We seized this opportunity to connect with music lovers across YouTube, strategically interrupting their usual content with a message: there's more of what they love waiting for them over on YouTube Music.
To maximize reach and engagement, we crafted 10 unique video ads, each tailored to different lengths (:06, :10, :15) and aspect ratios to run across all YouTube channels.
Direct Response
Digital
Video
Ambient lofi mood music:
Unique YouTube creator covers:
Official music videos:
Learning / how-to videos:
This went on to become YouTube Music's best performing ad campaign ever.
150k
Sign-ups for Music Premium
6M
Clicks to the landing page
Credits
Agency:
Role:
Director:
Production:
YouTube Creative Studio
Creative Lead
Jonpaul Douglass
SugarHi / Lost Planet
Work
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