https://messagesofchange.cargo.site YouTube Music — Suchmos Case Thu, 13 Jun 2019 10:28:11 +0000 https://messagesofchange.cargo.site en https://messagesofchange.cargo.site/Content Thu, 13 Jun 2019 10:28:11 +0000 YouTube Music — Suchmos Case https://messagesofchange.cargo.site/Content <img width="2500" height="1406" width_o="2500" height_o="1406" data-src="https://freight.cargo.site/t/original/i/3fef63f0e9d14b6b847902647464dca13ebf213a1d3e06aad46762c8a042db88/header02.jpg" data-mid="45055884" border="0" src="https://freight.cargo.site/w/1000/i/3fef63f0e9d14b6b847902647464dca13ebf213a1d3e06aad46762c8a042db88/header02.jpg" /> CHALLENGEJapan has the second largest music market in the world, but 80% of its revenue is still originated from physical CD sales - which makes it one of the most challenging local industries for digital services. In this context, YouTube Music wanted to improve the industry’s perception about the platform, and bring to life the brand’s mission of giving everyone a voice and showing them the world. IDEA We decided to amplify the voice of those who matter the most in the music industry: the fans. In a partnership with Japanese band Suchmos to promote their new album on YouTube Music, we turned passionate fans’ messages into personalized music posters, in real time. The best messages were turned into billboard ads and actual posters for the campaign, and were spread across the city - strategically covering areas that have been part of the band’s history. &nbsp; &nbsp;HOW IT WORKS<img width="2500" height="1080" width_o="2500" height_o="1080" data-src="https://freight.cargo.site/t/original/i/fc4f76a0992261d13cc62b803550d5aff4e010185820c0332f7095f1344579c0/Steps2.jpg" data-mid="44773629" border="0" src="https://freight.cargo.site/w/1000/i/fc4f76a0992261d13cc62b803550d5aff4e010185820c0332f7095f1344579c0/Steps2.jpg" /> OUT OF HOMES <img width="1600" height="900" width_o="1600" height_o="900" data-src="https://freight.cargo.site/t/original/i/1c2f23ba1e20ce1e3af6a8091a0f9a1f4a982427a3ebaff4502cd6cc84c1baac/01.jpg" data-mid="44564924" border="0" data-scale="100" src="https://freight.cargo.site/w/1000/i/1c2f23ba1e20ce1e3af6a8091a0f9a1f4a982427a3ebaff4502cd6cc84c1baac/01.jpg" /> <img width="1600" height="900" width_o="1600" height_o="900" data-src="https://freight.cargo.site/t/original/i/b14d3aee2474ac8ac94054a057bc5accba3f4e261a79330886bf9eea41e27c9b/02.jpg" data-mid="44564926" border="0" src="https://freight.cargo.site/w/1000/i/b14d3aee2474ac8ac94054a057bc5accba3f4e261a79330886bf9eea41e27c9b/02.jpg" /> <img width="1600" height="900" width_o="1600" height_o="900" data-src="https://freight.cargo.site/t/original/i/9fef319d1cb1fd027c75d2cbfba488e89780e77d7cd9964b88b9059e044ee463/03.jpg" data-mid="44564927" border="0" src="https://freight.cargo.site/w/1000/i/9fef319d1cb1fd027c75d2cbfba488e89780e77d7cd9964b88b9059e044ee463/03.jpg" /> <img width="1600" height="900" width_o="1600" height_o="900" data-src="https://freight.cargo.site/t/original/i/ca56ad486ebf1a5da3d4e3b2330550c1c5468d7dd56125a3a5854bdeb14cfe52/04.jpg" data-mid="44564928" border="0" src="https://freight.cargo.site/w/1000/i/ca56ad486ebf1a5da3d4e3b2330550c1c5468d7dd56125a3a5854bdeb14cfe52/04.jpg" /> <img width="1600" height="900" width_o="1600" height_o="900" data-src="https://freight.cargo.site/t/original/i/c3c40eeffab3f3d788e8a46de85252fc4c1a384688e0e8ef4bdc0587895e5a6e/05.jpg" data-mid="44564929" border="0" src="https://freight.cargo.site/w/1000/i/c3c40eeffab3f3d788e8a46de85252fc4c1a384688e0e8ef4bdc0587895e5a6e/05.jpg" /> <img width="1600" height="900" width_o="1600" height_o="900" data-src="https://freight.cargo.site/t/original/i/ae6a92024cc8eabd4dac42c41b86859b1ccf3b53a174afe6a4dfc44a95317908/06.jpg" data-mid="44564931" border="0" src="https://freight.cargo.site/w/1000/i/ae6a92024cc8eabd4dac42c41b86859b1ccf3b53a174afe6a4dfc44a95317908/06.jpg" /> RESULTS 45 MM&nbsp; impressions 26%growth of Suchmos’ channel on YouTube #2 on Billboard in less than two weeks 1000+ billboards and digital ads amplified the voice of fans CASE STUDY ARIGATOU :)