YouTube Impact Report
Reimagined flagship annual report, pairing economic data with authentic creator stories to demonstrate that YouTube drives American jobs, businesses, and culture.
The Brief
Drive positive brand perception among policymakers by quantifying and humanizing YouTube’s economic, societal, and cultural contributions across the U.S.—reintroducing YouTube as the destination where all voices can build thriving businesses.
The Idea
Bring production of the 6th annual Impact Report in-house for the first time to debut a bold new visual identity and a fresh, four-pillar narrative around Shared Opportunity, Shared Growth, Shared Learning, and Shared Culture, backed by a high-touch D.C. and national go-to-market rollout.
The Experience
Anchored the Narrative in Quantified Economic Data: Spotlighted Oxford Economics and 1P data showing YouTube’s creative ecosystem contributed $55B+ to U.S. GDP and supported 490,000+ full-time jobs in 2024, alongside $70B+ paid out to creators, artists, and media companies over three years and #1 in U.S. streaming watchtime.
Humanized the Data Through Diverse Creator & SMB Case Studies: Paired macroeconomic claims with compelling stories of creative entrepreneurs turning channels into scalable enterprises—including First We Feast’s Sean Evans (Hot Ones), fitness creator-turned-retail CEO Cassey Ho (Blogilates / POPFLEX), Perkins Builder Brothers, How Farms Work, The Amoeba Sisters, The Viall Files, and Cowboy Kent Rollins.
Delivered a Multi-Format Ecosystem & D.C. Rollout: Produced a premium 40-page flagship print and digital report, an executive summary 2-pager, and a revamped web hub. Activated the report in Washington, D.C. through an exclusive Punchbowl News partnership—featuring a live fireside chat with creator Cowboy Kent Rollins and a 4-part sponsored article and podcast series targeting Capitol Hill.
The Impact
Claims were cited on the official U.S. Senate Judiciary Committee record, amplified by CEO Neal Mohan and national press (TechCrunch, Tubefilter, Punchbowl News), and folded into Google’s corporate Economic Impact Report.
Policymakers attended launch event
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