YouTube Brandcast 2022

TV viewing behavior has fundamentally changed over the past decade. Now, 96% of Canadians choose to stream the authentic content they love, where they want, when they want on YouTube. With marketing budgets finally coming back post pandemic, it was time to use a targeted B2B marketing campaign to remind advertisers that there’s a better platform for more targeted, flexible, and personalized content for the modern consumer.

Enter Brandcast 2022, a one-day thought leader marketing hybrid event in Toronto, that was simultaneously live-streamed on YouTube to a hyper-targeted group of c-suite decision makers across the country. Hosted by Canada’s own Simu Liu, our event kicked off with an emotive intro video that highlighted some of the most talked-about Canadian moments on YouTube over the past year, and an immersive pre-show featuring surprise spotlight performances that transformed the seating area into an extension of our stage.

But to win the hearts and wallets of marketers, we needed to strike the perfect balance between being entertaining and being informative. Following our intro, we curated an engaging show comprised of insightful keynotes from Google experts, a fireside chat with award-winning content creators, compelling B2B marketing case studies delivered by our top marketing partners, and a high-energy performance by YouTube sensation Tate McRae.

To truly reach our B2B marketing event objective of capturing the authenticity, diversity and reach of the platform, we knew it wouldn’t be enough to say we’re a platform where authentic stories are told, we needed to show it. So, we collaborated with 14 content creators to showcase YouTube’s thought leadership, producing unique live experiences inspired by their YouTube channels, their lives, their stories and what makes them special.

This B2B marketing event wasn’t about garnering a massive reach, it was about connecting with the right people – C-Suite, VPs and senior leaders from agencies and brands that invest in YouTube. In total, 850+ virtual and IRL guests tuned in, 73% of which were Google’s top marketers. After the stage show, 88% of guests spent their time interacting directly with content creators, and in turn, engaging more deeply with the brand. In the 1 ½ hours post-show, 1,076 one-to-one creator engagements took place and 3,040 minutes were collectively spent engaging directly and authentically with YouTube’s top talent.

1Comscore Media Metrix, Total Audience 18+, Feb 2022, Canada.

Awards:

2022 Event Marketer Experience Design & Technology Awards, Gold, Best Overall B2B Environment

2023 Ex Awards, Silver, Best B2B Conference or Event