For many, this campaign was a delightfully abrupt introduction to the rabid fan base following of YouTube’s self-made stars. To elevate the profile of Bethany Mota, Michelle Phan and Rosanna Pansino to the national stage, O-Arms joined Google and NY agency Co:Collective as the ad agency in a group of collaborator companies including Caviar, Rock Paper Scissors, Beacon Street, Trollback, and Pacific Digital Image. The team produced an integrated campaign that spanned broadcast, digital and OOH as well as a massive presence in search, display and video ads across Google's ad network. Jeff Minton shot the print and OOH and Kris Belman directed the TV.
It doesn’t take a movie role or a talent agent to achieve fame these days. Today, people are making themselves stars (with fans by the millions) from the comfort of their own webcams. For the video giant’s first national campaign, we showcased YouTube sensations Michelle Phan, Bethany Mota and Rosanna Pansino. The work appeared on TV and Google properties, print, OOH plus five station dominations in New York City and Chicago.