July 2019– On July 4th, “My Crush Content”, an event presenting different success stories revolving around advertising, digital content production, influencer marketing, and branded content, took place at the Círculo de Bellas Artes in Madrid. Organized by 2btube, a media agency specializing in connecting with young audiences, the event was attended by more than 200 people.
“Millennials and Generation Z are a difficult audience to win over, completely digital, and not only looking to consume videos wherever and whenever they want, but also like to interact with the content and feel part of the audiovisual experience. They have their own formats, references, and even a unique vocabulary”, explained Blanca Formáriz, Director of Operations at 2btube and President of the Influencers Commission of IAB Spain, at the beginning of the event.
The agenda of “My Crush Content” was divided into 8 presentations, in which various digital campaigns from companies such as Ecovidrio, Mahou Cinco Estrellas, AliExpress, and PlayStation España were presented. The creativity of the idea and production, paid media campaigns, and the use of influencers were some of the keys to each of them becoming a success story.
The Case of Conexión PlayStation
The event kicked off with the presentation “Is it your crush or just another one?” where Sertxu Sánchez -Digital Media Manager Iberia at PlayStation– and Alba Horcajuelo -Gamer and co-presenter of the PlayStation España YouTube channel- explained how they were one of the first brands to enter YouTube, a medium unknown to many but which was fundamental for the video game brand to position itself as a leading company on the platform.
In fact, thanks to 2btube, the PlayStation YouTube channel has managed to reach more than 1.3M subscribers in 3 and a half years and has positioned itself as the number 1 brand channel in the gaming sector in Spain.
“‘How did we turn the channel around? Through original content, humanizing the brand through influencer presenters and well-known faces, entertaining and informing at the same time, listening to the community and interacting with it, and, of course, with special actions on our channel,” Sánchez explained.
ICEX Influencer Plan
José Antonio Fernández-Mayoralas, Head of internationalization of the Fashion sectors in the Fashion, Habitat and Cultural Goods Division of ICEX España Exportación e Inversiones, and Andrea Santamaría, Senior Account Manager of the children’s content area at 2btube, gave the talk “Conquer the kings of the house” where they talked about the importance of children’s and family content on YouTube, the different formats consumed by minors, and the number of channels on this topic present in the world and in our country.
But not only that, from ICEX they showed the attendees one of the projects carried out together with 2btube: the union of influencers with fashion catwalks, turning two youtubers, for one day, into models.
“‘We thought it was something innovative, bringing together social networks and influencers with the most prominent fashion shows in the world and making them live an unforgettable experience,” explained Fernández-Mayoralas. “‘In addition, this project is not the only one, we are launching the ICEX Influencer Plan, a program for Spanish companies that want to carry out influencer marketing campaigns in Germany, Russia, the United States, Mexico, and China to promote their products abroad”‘.
Creativity as the Key to Success
A very recurring theme throughout the day has been creativity in the digital world, a question that has reached its peak in the round table “Get out of the friendzone” where Estefanía Ruiz, Digital Marketing Manager of Ecovidrio, and Ter, architect and influencer of dissemination and entertainment, have reflected on how to stand out in the advertising ecosystem thanks to creative and original content.
Ecovidrio has shown those present one of the most creative campaigns they have carried out in the last year: “The Memory of Glass”. With it, the sculptor Juan Garaizabal exhibited at the last edition of ARCO a work inspired by glass recycling. 2btube contributed the creative idea and production of the campaign together with the brand.
“”‘We are dedicated to glass recycling'””, said Ruiz, “”‘our content has to be creative to attract attention. We need people with different points of view, not just looking at our own. In addition, it is important to talk to the audience, give them a voice.'””
For her part, Ter has talked about the campaign “Open Kitchen”, an idea and production of 2btube for Google Arts & Culture and the Royal Academy of Gastronomy”. It was a challenge between Ferran Adrià and four renowned Spanish YouTubers from the scientific and creative fields (Estudio Katastrófico, Quantum Fracture, Ter and Jaime Altozano). The chef challenges them to guess the use of some objects designed by him and they return the challenge for him to guess who has used some peculiar objects. The video was a success, exceeding one and a half million views.
Flavor of Football, the Perfect Example of Branded Content
In the round table “Get hooked on the quarterback”, Guillermo Alonso, Sponsorship Manager of Mahou Cinco Estrellas and Nacho González, presenter and head of Content at Campeones and La Media Inglesa, have talked about their star theme: the evolution of consumption and sports communication on YouTube. Alonso is a great connoisseur of how entertainment and sport on YouTube go hand in hand thanks to one of the most important projects of Mahou Cinco Estrellas with 2btube: “Flavor of football”.
It is a Branded Content channel on YouTube, in which several sports journalists and influencers star in the most fun challenges about the king of sports. Each season the formats and collaborators are renewed according to the trends of the moment and special actions are carried out with athletes.
“”‘Everything behind Sabor a Fútbol is not related to the sale of products. For us it was important to tell the experiences behind football without the brand appearing intrusively. We have created content in which the brand is shown in an organic way, without the need for it to play a leading role, we try to connect with the audience beyond the product'””, Alonso said.
The Arrival in Spain of AliExpress Plaza
Another of the presentations of the day was “No time for roses”. In it, Itziar del Val, Account Manager at 2btube, and La Pelo, entertainment and lifestyle influencer, talked about one of the strategies carried out by 2btube for the arrival of AliExpress Plaza in Spain.
The brand wanted to have an active YouTube channel during its launch campaign in our country to publicize the products that were going to be sold from AliExpress Plaza. Through a strategy together with dozens of influencers related to each article to be promoted, it was possible, in record time, to publish 48 branded content videos on its channel, have 22,000 subscribers and more than 5M views. In addition, the influencers involved made more than 140 publications on their social networks, achieving more than 55M impressions for the brand.
One of the most prominent influencers was, precisely, La Pelo, who has talked about how necessary naturalness is in campaigns with brands and how respecting the creativity of influencers is key to success.
Not Only YouTube is our Chush
Although the discourse of a large part of the event has revolved around the contents and the importance that YouTube has among the youngest, in 2btube they did not want to forget about the contents for cinema, television and OTT platforms. About this, Bastian Manintveld, Executive President of 2btube, wanted to present an important novelty and sector for the company: the launch of the company’s first film.
“”‘Traditional media around the world have lost a lot of audience, especially young audience. Through our production initiatives for cinema, television and OTT platforms, we contribute our expertise in this audience and how to produce to reach them to recapture this segment'””, he explained.
An Event Ending at the Height
The summary of everything previously exposed in this day has arrived with “Perfect Match” a presentation full of practical advice for brands. Through an innovative staging, in which what Patricia González, Marketing Director of 2btube, was explaining was simultaneously drawn, the brands have learned the keys to generating content of interest to the young audience.
“”‘For a brand that wants to reach the public under 34 years, not having a YouTube channel is the same as not having a website since it is on this platform where this audience is located'””, González said.
As a closing of “My Crush Content”, Bastian Manintveld and Blanca Formáriz have faced the questions of Javier Guadiana, CEO and founder of the media Reason Why. The perfect finishing touch for a day full of experiences, success stories, great ideas and, above all, a lot of creativity.
Here you can see a video summary of the event: