VMLY&R Launches YouTube Stories

VMLY&R Launches YouTube Stories

VMLY&R has launched a new campaign for YouTube that showcases the stories of three incredible Aussies by using YouTube as an educational platform to learn and teach.

YouTube head of marketing AUNZ, Mark Wheeler said: “More and more Aussies are coming to YouTube to learn with educational videos generating hundreds of millions of views.

“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.”

To tell the stories of Charles Lomu, Macinley Butson and Eddie Woo YouTube turned to VMLY&R and Versus Media.

The campaign is comprised of three long-form online videos.

The stories were built 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 CEO, Aden Hepburn said: “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.”


Mark Wheeler – Head of YouTube & Large Customer Ads Marketing AUNZ, Google

Laura Pope – Product Marketing Manager, Google

Michael Stocks – Product Marketing Manager, Google

Josh Peacock – Business Lead VMLY&R Sydney

Louise McQuat – Associate Creative Director VMLY&R Sydney

Jack Emery – Associate Creative Director VMLY&R Sydney

Alice Green – Associate Strategy Director VMLY&R Sydney

Matt Barber – Senior Producer VMLY&R Sydney

Production & Post Production Company – Versus Media

Director – Versus Media


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