More Than Just Viewers

YOUTUBE | 2017-18

B2B Campaign & Tagline

  • AGENCY: AMV BBDO
    CLIENT: YOUTUBE UK
    DIRECTOR: thirtytwo

I led and won the YouTube account pitch for AMV BBDO with More Than Just Viewers—a campaign designed to prove that YouTube doesn’t just reach audiences, it drives behavior. By reframing viewers as active participants, the work highlighted YouTube’s high-attention environment: 83% fully engaged, 70% influencing purchase decisions, and a 17.4% lift in brand search. The campaign repositioned YouTube as a platform where attention, not reach, delivers real value.

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