Quarter 1 of YouTube advertising saw a massive capitalization on the trend of Cricket. UGC around Mauka Mauka garnered a total of ~10M views showcasing the power of YouTube as a platform that can amplify the reach of a campaign through endemic content.
The insight - users love content built around things that they’re passionate about. Understand fans’ passions and create content around them to grab their attention. This could be a hero piece of content or a series of snackable content that’s targeted moments in and around the game that fans care about.
Gillette
Mauka (India vs Bangladesh) - ICC Cricket World Cup 2015