YouTube Festival 2024

YouTube is the #1 video platform in Germany. Despite its unique creator, brand, and community ecosystem, it faces intensifying competition as advertisers explore other media options.

Objectives:
• Reinforce YouTube's leadership among marketing decision-makers
• Showcase the power and magic of Google AI
• Drive positive perception and ad sales growth

Approach:
insglück stages a memorable day in Berlin for the German-speaking YouToube ecosystem: YouTube Festival 2024. 1,700 marketing professionals and YouTube creators experience “There is only one YouTube” live and in color, highlighting its unmatched essence and inviting full immersion into its diverse content world. Experiencing creator talent, passion, authenticity, community, and brand best practices firsthand resonates more than any online marketing metrics.

Execution:
Every detail of the 4,000 sqm Festival Playground fosters exchange and interaction.
The key topic: GenAI and its potential for marketing and content creation.
The Main Show captivates as video content spills from a giant immersive multi-screen projection onto the live stage. A stellar lineup of renowned creators like Pamela Reif (10.2M subs) and Noel Robinson (18.5M subs), alongside experts like Mr. Beast’s (364M subs) creative director Mateo Price, demonstrates YouTube’s emotional and influential power.

Communication:
A multi-layered invitation system, combining personalized outreach and a social media strategy, maximizes FOMO and attendance. To attract hard-to-reach C-level executives, exclusive side events were designed.

Results:
Post-event evaluations exceeded expectations, with impact far beyond the event:
✅ 95% reach of the target audience
✅ 90% customer satisfaction
✅ Significant positive perception shift – YouTube seen as essential in the media mix
✅ Substantial increase in advertising pipeline

Though broad organic reach wasn’t the main goal, the creator-centric approach naturally generated buzz.
More importantly, substantial engaged reach was achieved across media channels, with valuable coverage in industry publications like Horizont & OMR and major national media like Spiegel (670k circulation) & F.A.Z. (520k), further amplifying YouTube’s brand awareness and promoting its creators.