Value Proposition

YouTube Music was a new streaming app that required a clear brand proposition to differentiate it from its free parent site. Late to a cluttered music market dominated by Spotify and Apple Music, the positioning focussed on generating emotional resonance with people for whom music is the soundtrack to their lives. The proposition inspired the marketing to feature a host of individuals for whom music shapes who they are, and informed the comms strategy of creating breakthrough moments within deep engagement environments. The campaign was the most successful in YouTube's 10-year history.
Developed whilst at Anomaly.