YouTube Music

Placing the platform at the heart of global youth culture with a cross-media campaign

We partnered with YouTube Music to spotlight its UK launch. This cross-media campaign raised awareness of the streaming service amongst the most essential young audience in the world by aligning YouTube Music with The Dazed 100, an annual editorial property curating the next generation of visionaries.

Results

  • 9.1M+ total partnership reach
  • 1M+ page views on Dazed 100
  • 11.9M impressions generated across social, display and editorial
  • 730K views across social channels and on-site
  • THE EDITORIAL COVERAGE RECEIVED 2 MINUTES AVERAGE DWELL TIME ACROSS ALL ARTICLES
  • 2 minutes average dwell time across all articles
  • THE CAMPAIGN HAD 95% POSITIVE SENTIMENT ACROSS DAZED SOCIAL CHANNELS