CLEAN & CLEAR®: How to Operationalize Content Creation | YouTube Advertisers

CLEAN & CLEAR®: How to Operationalize Content Creation | YouTube Advertisers


Amy: All these movie pieces are going to be
powered by our newsroom that we’re going to have and what that’s going to look like and
why. Kacey: We have made a ton of content. One
of the biggest challenges that we’ve had is that it is such a vast number in comparison
to what we have done in the past which means we have to operate very, very differently. Jeff: Particularly in the areas of getting
copy approved, moving through the regulatory path, making sure our lawyers are comfortable
with how we move pieces of content out to the consumer. Kacey: You know our usual turnaround was at
best two to three weeks on getting something approved versus a day. Amy: In the old world of advertising and marketing,
80% of the work was done upfront and then you launched it and hatched it and pushed
it out there. Kacey: There’s a big cycle and it happens
as you get moving. Amy: We don’t have to perfect it before we
launch it. We just spent about 20% of our time up front and then nurture it and grow
it over time and see what resonates with our audience. Kacey: This is about making sure that what
we’re doing we’re doing efficiently. Making sure that it’s sustainable that we can really
operationalize this and even make it scalable. Amy: And so instead of treating content as
a vertical, we treated it as a horizontal and we looked at all of our existing internal
functions and sat down and really said how does your job change now that consumer behavior
has changed? Kacey: We’ve had to add some pieces to our
org design. Sameer: And the role that your lead agency
plays might evolve and change, and we had to have those honest conversations with our
agencies to say, “You’re job isn’t just to maintain the equity strategy. It’s to help
us coordinate all of these different agencies to make sure they stay on strategy.” Kacey: Where are we talking in terms of our
different platforms? What message shows up where, how often, how do we respond to those
consumers? That’s a capability we’ve never had before especially in-house. Alison: This new marketing world is exciting
because you’re continually learning. You have to adjust what you do based on what’s working
and not working. You can’t ever sit back and accept the status quo, and you’ve always got
to push for boldness.

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