YOUTUBE – SEAT AT THE TABLE

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The challenge
YouTube launched an original series, Seat At The Table with Jack Harries, about sustainability and climate change and wanted to work with a selection of influencers to promote the new programme.

Understanding the importance of climate change, we wanted the campaign to be truly authentic and for talents to share their own thoughts and experiences on the topic whilst promoting the series.

The solution
We selected talent from different communities who were experts in this area to create short form videos promoting the series. The content sat on Instagram Stories and their Instagram grids, as well as TikTok. The content linked very well to the COP26 meeting which was taking place at the same time, and assisted in pushing the conversation further, thus encouraging the audience to tune into the YouTube original series.

We worked with Poppy Okotcha as the face of the campaign. Poppy was invited by YouTube and Cheshire Wildlife to help install a poster made with seeds and sustainable paper, which will help transform 50 acres of land into a wildlife haven.

The outcome
We delivered on our KPI’s with over 500,000 impressions and nearly 600,000 engagements, and successfully helped educate and strike conversation about sustainability and climate change.

Awareness
Audience
Development
Attention
Loyalty
Intent
Conversation
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