CohnandJansen JWT and YouTube checked the pulse of Romanian media market

Cristina Blanaru Events, Marketing

CohnandJansen JWT organized the event YouTube Pulse 10 years in Romania, that ran under the concept “Billion faces of YouTube”. Since the idea stage, the event aimed to get out of the pattern of corporate events from the Romanian market and to present the association opportunities between brands and content creators.

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Following the evolution of the content on YouTube, CohnandJansen JWT team focused on the way the platform offers to the ordinary people and to the brands the opportunity to generate special and unique content, on any theme they want.

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YouTube Pulse is an unique YouTube event, reuniting media specialists, brands and top vloggers of the moment and those setting the trends in Romanian media industry.

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It was important to show the multitude of options a marketer has when associating its brand with the YouTube content. We had to bring forward both the impact, the reach of these videos, and their incredible variety

Monica Radulescu,

Head of Digital & Strategic Planner CohnandJansen JWT

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The agency chose to focus on bringing into the spotlight of 7 relevant themes for YouTube: cooking, fashion, make-up, travel, “Did you know”, funny sketches and different things of interest for adolescents and young people. The themes were supported by Romanian known and appreciated vloggers: Jamilla, Laura Musuroae, Vsauce, 10lucruri and Bianca Adam aka Tequila.

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The attention to details was extremely important in this case, as it aimed to reach a special and very digitally connected target. For each category, CohnandJansen JWT team created an unique installation and chose a certain space inside of it to project the content of that category, reason why the installations became unique totems where YouTube content unveiled.

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In making the installations we involved a team of scenographers, plus technicians specialized in mapping projections on irregular shapes. The totem themselves were build as artistic objects specific to the the category we wanted to bring to life from YouTube’s universe

Iulia Niculae,

Account Director CohnandJansen JWT

In terms of execution, Alexandra Manoila, copywriter at Cohn, explained that the agency gave to the usual approach seen to a conference-type event, but chose to show the specialized content in a different manner.

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The teams working on the project included:

  • CohnandJansen JWT: Andrei Cohn – Creative Director, Alex Negoescu – Deputy Creative Director, Alexandra Manoila – Copywriter, Adrian Marciu – Art Director, Iulia Niculae – Account Director, Cristian Dobre – Production Manager, Monica Radulescu – Strategic Planner, Ruxandra Savulescu – Client Service Director.
  • YouTube: Emilia Branzan – Industry Manager and Madalina Stanescu – Partners Program Manager.

YouTube Pulse 2015 took place on November 10th and counted among guests Dan Bulucea – Country Director Romania Google, Philipp Justus – VP, DACH & CEE Google, Marta Lysiak – Partner Manager CEE YouTube, Emilia Branzan – Industry Manager Google and Florin Pravai – Agency Lead Google, along with Vsauce – Content Creator, Mikey Hash – Content Creator, Smiley – Music Producer & Content Creator, Amalia Nastase – Owner Eventures and Alexandra Iavorschi – Managing Director StarcomMediaVest Group