Our Work

YouTube

Keeping YouTube's Leading Edge

How do you ensure the creator of a cultural revolution remains at the leading edge? Named YouTube's agency of record in August 2006, Allison & Partners has worked to maintain YouTube's position at the forefront of the ongoing evolution of how consumers take in information and entertainment.

Though our objectives have changed course over time for YouTube since those early, pre-acquisition days, we've always been cognizant of the fact that leadership is assailed from every side. Maintaining the top spot as the online video leader would take more than product support, it would take a programmatic, tailored approach to media that might not seem like an obvious choice for YouTube – from fashion to beauty to politics to food and more.

We gave the media a look at the larger focus of YouTube, helping to develop core messaging that has led to the development of YouTube's brand and image in a variety of verticals. These categories were, at times, supported by prolific campaigns, such as the presidential debates, while at other times these verticals were simply proactive campaigns we initiated and felt were critical to YouTube's ongoing success,. While certainly not exclusively due to our PR efforts, YouTube remains synonymous with online video.

Allison & Partners continues to foster the growth of its user base through smart, targeted approaches to key media outlets, from religious press to cooking outlets. This combined vertical and broader-based push has positioned YouTube as an essential part of daily life and enabled us to secure coverage in diverse outlets ranging from Time to Oprah to The New York Times Sunday Style section.  Beyond that, we've been able to fashion our entire approach with an eye towards reengaging the entertainment media, augmenting our coverage in Entertainment Weekly, Daily Variety, Hollywood Reporter, Los Angeles Times and many others, pushing the story forward in interesting ways.