A campaign for YouTube fronted by marketing guru Mark Ritson explores how brands are achieving their short and long term marketing goals on the platform.
The three part series by Emotive, YouTube Works: The Long and The Short of It, sees Ritson sit down with marketing leaders from Tourism Australia, Les Mills and CommBank Australia to take a deeper look at their campaigns and results — and offers lessons for all marketers as they look to connect with audiences across the marketing funnel.
Ritson said when YouTube invited him to be part of the series, he jumped at the chance.
"Nothing floats my boat more than learning from smart, senior marketers from big brands like Tourism Australia, Les Mills and CommBank Australia and understanding where they are seeing results and how they are achieving them," he said.
Mark Wheeler, head of YouTube and large customer marketing at Google Australia, said for marketers seeking ways to connect with audiences across the funnel, YouTube continues to create new opportunities for achieving short and long term marketing goals, from brand awareness to product activations.
"It’s where brands can meet their audiences, with more than 17 million Australians visiting YouTube in a month to satisfy their unique needs and interests.” said Wheeler.
Zane Pearson, creative director at Emotive, said as an agency, Emotive has a longstanding love of YouTube as a wonderful canvas for creative ideas to play out on.
"It was genuinely enlightening to be able to listen in on such industry heavyweights as they caught up with the master of marketing himself, Mark Ritson, to dig into three fantastic campaigns," said Pearson.
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