#youtubeblack
the challenge
As the findings from phase 1 of our work with #YouTubeBlack were socialised throughout the business, it became evident that this was just the tip of the iceberg. ON ROAD was re-engaged to go into even greater depth of the #YouTubeBlack offering to help determine their 2024 global calendar – this time with a specific focus on the content consumer rather than the creator.
Having screened over 130 respondents across the US, UK, South Africa, and Nigeria, we initiated a pre-task content-watching phase before delving into group workshops.
the insight
The workshop phase yielded valuable insights into brand expectations in today's climate, the crucial role of Black creators on the platform, and the storytelling devices that resonate globally with this audience.
Across time zones and dialects, we distilled a set of key recommendations for #YouTubeBlack. Our brand recommendations focused on creating an ecosystem for #YouTubeBlack and utilising co-creation, making a meaningful statement in both the community and industry. Our content opportunities emphasised the importance of global inclusion and increasing entry points to #YouTubeBlack content.