YouTube Premium

 Japan Launch Campaign

The Challenge 

Rolling out its new YouTube Premium Subscription offering in Japan, YouTube needed to boost paid subscribers to its service. Our research showed correlation between feature awareness and willingness to subscribe which clarified the main objective as how to articulate YouTube Premium’s practical ability to help you enjoy what you love more.

The Solution 

A series of local videos focusing on real-life, locally popular consumer activities where YouTube premium's unique functions (offline play, background play and ad-free) help in removing the barriers and allowing Japanese users to enjoy what they love even more.