Client: YouTube TV

Role: Strategy and Research Lead

Summary: A research-driven campaign designed to position YouTube TV as the ultimate solution for busy, ambitious adults who don’t want to miss a moment of the action.

2023 Q4 Crowbar Awards: Awarded Silver

The Challenge

Our target audience, 18-23-year-old social streamers, love live sports but don’t always have time to watch games in real-time. Watching later feels like missing out. The challenge was to make YouTube TV feel like a live viewing experience, even when it isn’t.

research and insights

Audience Deep Dive:

  • Ages 18-34

  • Early-career, well-off, highly educated

  • Prioritize convenience, quality, and tech-forward experiences

  • Feel FOMO when they can’t engage with cultural moments in real time

  • Millennials seek stress-reducing, time-saving services

Key Findings from Product Research:

  • Stats View: Real-time stats aligned with viewer’s current stream time means no spoilers

  • Key Plays View: Skip to important moments to catch up

  • Scores View: See standings across the league

  • Fantasy Integration: View your fantasy team in real-time (NFL only)

  • Mobile Notifications: Alerts when favorite shows or games are airing

  • Smart Recommendations: Based on viewing history

strategy

Brand Positioning:

YouTube TV is the cheat code for watching live sports on your terms

Value Proposition Map:

Jobs: Catch up to live games without missing key moments

Pains: Feeling left out of live sports culture

Gains: Real-time stats, highlights, and a spoiler-free experience

Creative Brief Snapshot:

What they think now: “I don’t want to watch a game after it aired.”

What we want them to think: “I don’t need to stress about missing the game.”

Key Message: We’ll save the big moments, so you don’t miss yours.

Why they should believe it: Features like Key Plays View and Stats View are tailored to your schedule.

Concept and execution

Potential Video Concept:

A young marathoner avoids game spoilers during her race until she gets home. Her reward? Seamless, spoiler-free sports catchup with YouTube TV.

Tone:

Smart, sharp, and relatable. Positions YouTube TV as an ally to the modern hustle.

Competitive Context

Why YouTube TV Wins:

  • More top channels for the price

  • Sports-friendly features

  • Unlimited DVR

  • Spoiler-free catch-up options