There are more than 2 million funny cat videos on YouTube and people have watched them more than 25 billion times, which equates to an average of 12,000 views per cat video, according to RealSeo.com.
YouTube wants people to realise that YouTube is also an educational platform for learning and teaching. VMLY&R has got that message out with three videos that tell the stories of three incredible Aussies – Charles Lomu, Macinley Butson and Eddie Woo, for whom YouTube has had a significant impact.
“More and more Aussies are coming to YouTube to learn with educational videos generating hundreds of millions of views,” stated head of YouTube marketing for Australia and New Zealand, Mark Wheeler.
“I am always inspired by hearing people’s personal stories about what they have learned on YouTube and then gone on to achieve. In the words of Eddie Woo, ‘YouTube is democratising education’. We wanted to tell some of these stories to share with Aussies that information is simply a ‘how to’ search away.”
VMLY&R built each of the stories using YouTube’s Unskippable Advertising principles, designed over countless advertising experiments to educate story makers and advertisers on how to grab and hold people’s attention in an age where attention is an endangered resource.
VMLY&R joint chief executive officer, Aden Hepburn, stated, “Six-second content is the new normal and there is certainly a war for attention, however audiences still crave long-form content. Winning your audience’s attention from the get-go and maintaining it throughout with a heart-beat story arc, is the key to making engaging content in today’s content saturated marketplace.”
Read more about Charles’, Macinley’s and Eddie’s stories on the Google Australia blog.
Agency: VMLY&R Sydney
Business Lead: Josh Peacock
Associate Creative Directors: Louise McQuat & Jack
Associate Strategy Director: Alice Green
Senior Producer: Matt Barber
Production & Post Production Company: Versus Media
Director: Versus Media
Head of YouTube & Large Customer Ads Marketing AUNZ, Google: Mark Wheeler
Product Marketing Manager, Google: Laura Pope
Product Marketing Manager, Google: Michael Stocks