| Title | #DONTPANICBUTTON |
| Brand | YOUTUBE |
| Product/Service | YOUTUBE |
| Category |
F03. Use of Co-Creation & User Generated Content |
|
Entrant Company
|
WE ARE SOCIAL London, UNITED KINGDOM
|
|
Advertising Agency
|
WE ARE SOCIAL London, UNITED KINGDOM
|
|
Media Agency
|
ESSENCE London, UNITED KINGDOM
|
Credits
| Graham Jenks |
We Are Social |
Creative Director |
| James Nester |
We Are Social |
Creative Director |
| Matthew Guy |
We Are Social |
Art Director/Copywriter |
| Sarah Hecks |
We Are Social |
Senior Editor |
| Tom Hargreaves |
We Are Social |
Strategy |
| Amy Mabin |
We Are Social |
Account Director |
| Pym Cantellow |
We Are Social |
Account Executive |
| Imogen Hesp |
We Are Social |
Agency Producer |
Creative Execution
Using this insight, we created #DontPanicButton, allowing Zoella and her fans to find solidarity and unity through this simple, but powerful symbol. Through the wearing of a red button, teenagers were able to show their support for each other, and gain reassurance that they’re not on their own in feeling this way. Working closely with Zoella, we were able to create engaging content that was relevant to her, resonated with her online audience and placed YouTube at the heart of the activity.
#DontPanicButton generated huge social reach in the same week as Zoella’s TV advert during X-Factor enhancing and building on the ad's reach. The launch video was almost three times more liked than those of comparable length, and launch video viewers were twice as likely to comment on #DontPanicButton launch video than similar Zoella content, showing the impact of the campaign on Zoella’s large subscriber base.
#DontPanicButton had a potential social reach of 140 million people. It generated over 1.5 million interactions through vlog views, and likes, shares, and conversations/mentions on social channels.
YouTube wanted to assert itself as the go-to online hub for high quality entertainment for both consumers and advertisers. The platform is home to vloggers (creators) whose own channels now have fan bases numbering in the millions, creating content which rewards and excites. They often shape the social media landscape around them. We were asked to create and implement a social strategy that would run alongside TV, press and online activity to increase awareness of YouTube’s top creators and activate the collective power of their fans to reach new audiences.
Zoella is not only a beauty blogger; beneath the surface there's far more to her. She’s become a role model to teenagers who look up to her like a best friend for support, and advice. She’s been vocal in her battle with anxiety and has been affected by panic attacks - mental health issues that resonate with her audience.