The Brief

Making YouTube Advertisers, the B2B marketing side of one of the biggest platforms on the planet, show up online as a socially native brand.

The Problem

Social was being treated as an afterthought, serving as an amplification channel and the last stop for any blog post or press mention that needed somewhere to live. There was no strategy, no social-native team, no tools, and no culture of creating, just repurposing. For a platform built on creators, that wasn't good enough.

The Insight

Advertisers are consumers too. They scroll the same feeds, follow the same trends, and respond to the same cultural moments as everyone else. So YouTube Advertisers’ content just needed to meet its audience there, with native, timely content that is actually worth stopping for.

The Solution

I came in and rebuilt it from the ground up. That meant defining a content strategy, rooted in social-first content creation and prioritising engaging our passionate community.

I introduced a daily trends newsroom, a ritual where the team gets together every day to surface social trends and identify opportunities for content creation. It's where some of our best work has come from. And beyond the output, it changed the culture. A team that used to work in silos started collaborating, ideating together, and showing up for each other, all of which it shows in the work output.

Operationally, I changed how the team functions day-to-day by introducing content calendars and tools to help make the work more efficient, and hiring social media executives to replace the traditional copywriters who'd been writing the content. People who lived on social, spoke the language, and brought genuine passion for the craft.

The Result

Year-on-year, YouTube Advertisers saw a 5x times increase in average engagements.

The success of this account also contributed to winning the entire ads marketing side of Google as retained accounts.