When UGG Australia came out with a new “I Heart UGG” brand line, YouTube stood out to its agency, Santa Monica-based Palisades Media Group, because of the tween-saturated fan base its creators have built.
“Because of the unique demographic we were trying to reach, we had to take a more unique approach in how we reached that audience, which was very much contextually based and didn’t use traditional data targeting,” commented Jeremy Viola, VP and group director of strategy at Palisades Media Group.
Initially an offline campaign, Palisades sponsored an in-store appearance with YouTube girl band sensation Cimorelli, which sparked a screaming frenzy reminiscent of a Michael Jackson performance, according to its client.
The agency wanted to replicate that interest online, but it wasn't easy. “If you can’t always afford to partner with [celebrity creators who typically command higher CPMs] where else do you look on YouTube to ensure channels are high-quality?” Viola said.
To build essentially its own YouTube "network," Palisades tapped Outrigger Media’s OpenSlate, a tool that assesses and scores 220,000 YouTube channels based on measures of influence, content quality and engagement.
Email This Post