The YouTube Crew

CHALLENGE

YouTube's Growth Marketing had numerous global agency partners with varying brand guideline interpretations. They sought a scalable creative production solution to ensure brand consistency and relevance across multiple markets.

APPROACH

We proposed a centralized team to optimize global production and developed a tailored process for handling tech production and local market transcreation – whether the original creative was ours, from their internal brand team, or from another partner.

THE TEAM

The team was known internally at YouTube as “The Crew”, and launched with the mission to bring efficiency, quality, and a consistent brand experience across all YouTube Growth Marketing communications.

Along with account support, core creative and motion design, a key component of the team was quality control – a rigorous production design process, along with dedicated proofreading and QA.

RESULTS

Part of what made the Crew so successful was our ability to build efficiency over time. Each quarter, our process got tighter and smarter, and we were able to increase our output significantly, far outpacing our personnel additions.

Building on that model, we expanded our engagement by adding different services and supporting more teams inside YouTube, from subscribers to Creators, delivering original and scaled creative for over 60 markets across performance media, email, and social channels.