Strategy lead

Despite high brand awareness and consumer demand for the classic videos, Baby Einstein lacked a YouTube content activation strategy years after purchasing the brand from Disney. We optimized the classic videos for the channel, and used it as a marketing tool to drive consumer engagement and product awareness, and create a new revenue stream.

Within 3 months, there was a 83% increase in subscribers. The channel went on to win a YouTube Silver Playlist award.

With thousands of copyright infringements detracting from the official channel and muddying the brand, we implemented Content ID.

We optimized the videos and channel for search visibility, and coached the marketing team on YouTube best practices.

We wrote video scripts and developed content to tie Baby Einstein’s new brand to the classic video content.

By incorporating infocards and calls-to-action, we were able to tie product and campaign content to the popular videos, driving engagement.