THE 14TH ANNUAL SHORTY AWARDS

The Shorty Awards honor the best of social media and digital. View this season's finalists!

Special Project

Special Project NEW!

Google x YouTube BrandConnect

Entered in Branded Content, Disability Awareness, Influencer & Celebrity

Objective

Despite there being more than a billion disabled people globally, accessibility is still frequently an afterthought. Google keeps accessibility top of mind when building products and services, but access is only the starting point. Google is helping co-create a world where people with disabilities can thrive. 

Our objective with YouTube creators was twofold: 1) raise awareness of Google’s accessibility products among those who need them most, and 2) lift brand favorability for Google, proving to audiences on YouTube that Google is aligned with their values and cares about building a world where everyone belongs.

 

Strategy

We sponsored six YouTube creators of diverse life experiences to share features that help make the world more accessible. We encouraged creators to share the features in ways that are personal, relevant, helpful, and meaningful to them. 

Creators included Jubilee, Squirmy and Grubs, Molly Burke, Dr. Mike, The Food Theorists, and Roll with Cole & Charisma. 

Results

Creators brought in 4M+ organic views and drove an 8.8% lift in brand favorability for Google, the highest lift in favorability of any Google campaign with sponsored YouTube creators to date. 

Media

Video for Google x YouTube BrandConnect

Entrant Company / Organization Name

Google

Links