The National Lottery wanted to increase awareness of the The Big Music Project amongst the initiative’s target audience – young people under 24 years of age. Given that this is a notoriously hard audience to reach, we knew we needed to think big!
After the success of our KSI Bubble Football campaign and the huge return on investment it delivered, we decided another collaboration with a YouTuber was the way to go. It was just a case of identifying the right viral video star and shaping the creative concept around their personality.
Dan TDM is the most successful YouTuber in the UK. He has an audience of over ten million Youtube Subscribers with around 9.3 millions video views every month by viewers under the age of 24 in the UK.
He has built up his loyal following by playing Minecraft online and filming himself doing it. Not a bad day job!
The challenge was to ensure the concept of our video was something Dan’s Minecraft fanbase could relate to. We worked with the National Lottery to shape the concept and hit upon a winning idea: the world of Minecraft comes to a TV talent show, with Dan as the judge and an array of Minecraft characters providing the talent.
The Royal Albert Hall very kindly offered us the use of the venue for a six-hour slot in-between shows. A tight time frame to shoot a seven-minute video, but we accepted the challenge!
As always, our experience and meticulous planning in pre-production paid off and we got the job done within the six-hour period.
We knew that enticing young people to enter the competition was a big ask, given that the entry requirement was to write and record a piece of music.
Despite this high barrier to entry, the talent show video concept worked wonders and inspired a flood of user generated content for The Big Music Project.
The video attracted more than 4 million YouTube views, with a remarkably low cost-per-view for the client, as well as almost 30,000 comments from young YouTubers.
At the heart of the campaign was Dan and his inimitable style, which entertained and engaged a hard-to-reach audience in a high quality piece of social media video content.