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Ad Council / Youtube: Super Powers
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YouTube has partnered with Ad Council on three causes — empowering girls in STEM (science, technology, engineering and mathematics), preparing for disasters, and ending hunger — challenging AMP Agency and five other world-class creative agencies to explore how a deeper understanding of the people they’re trying to reach could create stories that drive real change. Working with YouTube and Google, the team identified 12 audiences interested in the related causes. AMP Agency then tapped into the audiences’ interests and intent signals based on how they’re using Google & YouTube, deeper than demographic identifiers like age and gender, to directly inform the creative content. Each agency developed personalised creative for two niche audiences, ranging from sports fans to green living enthusiasts. AMP Agency worked with She Can STEM to empower girls in STEM. Research shows that young girls are interested in STEM subjects but get discouraged from pursuing them by outdated stereotypes. To address this, AMP agency created ads tailored for technophile and bargain hunter parents who were found to have stronger affinity for the cause.
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