AMP was selected to participate in the 2019 YouTube South by Southwest (SXSW) Creative Agency Challenge. The task: leverage YouTube and Google data to create two pieces of skippable YouTube content for She Can STEM (selected by the Ad Council) to empower parents to encourage their daughters’ interests in STEM.
To do this, my team worked with YouTube and Google to identify two audiences, Bargain Hunter and Technophile parents, who showed strong affinity for the cause. We then tapped into the audiences’ interests and intent signals, based on how they’re using Google and YouTube, to directly inform our creative storytelling.
This project was incredibly rewarding, got picked up in Ad Week, and was truly a labor of love.
Copy: Meg Lake | Art: Abby Peterson | ECD: James Hough
Production: Kelly VanWart & Sweet Rickey