Rhett & Link are hilarious internetainers and the proud creators of Good Mythical Morning - the most-watched daily show online. So, if you are going to use them in an ad, why don't you let them film it in their own space in their own way? Wix are now famous for these partnership ads and they work because they are real. If you visit their site you can see the actual product at work.
When brands collaborate with creators its important that both parties get perceived value out of the partnership. In this case, Lowe's offered a lot of value to the production of a Christmas themed video that wouldn't have been possible by the creator alone. As a trade-off, the brand was able to run additional high-value content on their own channel, which drove a new audience and subscription base to their own YouTube content destination. As additional best-in-class behaviour, the video also leverages multiple YouTube creators with huge fan bases of their own, encouraging the behavior of subscription cross-pollination.
Dutch retailer Wehkeamp flips the game on its head by creating the next big star. Leveraging existing creators to kickstart the competition, they had wanna-be and up and coming vloggers compete to be crowned the next big thing. Rather than a subjective vote, contestants advanced based on the actual measurable traction they were getting on the platform. Great idea.
Coke has finally responded to Pepsi's amazing content strategy by launching bespoke creator channels across Europe (CokeTV). They are really looking to create a destination for millennials on the platform. Check out the UK channel launch video here. This is a dramatic shift into YouTube-centric brand development. Can't wait to see how it performs.
Simon FC is the ultimate YouTube creator for all thing football. When one of the UK's largest Telco's offered Simon a chance to play a match on Wembley Stadium he created a content series which attracted more than 20M views! A collaboration success for everyone involved. Do you manage a brand with this kinds of access and assets? Check out the finals video here of hit this link to see the full series playlist.