uploaded

When I took the creative reigns of Starbucks Doubleshot, the brand was in a bad place. Its moment in the sun was in the distant past. Competitors had established unique positions in what used to be Doubleshot's turf. The brand’s recent TV campaign’s attempts at humor made clear that Doubleshot no longer knew what it stood for.

So, we worked to reground the brand in its entrepreneurial roots. We shifted the marketing managers attention away from television to YouTube. Our strategy was to introduce Doubleshot to YouTubers on their terms. We positioned the brand as not the star, but as a supportive sponsor. Through this project Doubleshot rediscovered its purpose: A cheerleader to your ambitions.

CREDITS

• Creative Director // Wade Campbell

• Agency // Epic Signal + Creative Live

• Director // Chase Jarvis

• Community Manager // Dan Kirk

EPISODE 1
In episode 1 of Uploaded, Chase Jarvis travels to Los Angeles to learn how Matthew Patrick (aka MatPat) of YouTube channels The Game Theorists, The Film Theorists, and GTLive turned his interests in science, philosophy, film and gaming into a video empire beloved by millions.

EPISODE 2
Unboxing videos are hugely popular and Lewis Hilsenteger of Unbox Therapy is one of the genre’s founding fathers on YouTube. In episode 2 of Uploaded, Chase travels to the Unbox studio to find out how Lewis turned his love for gadgets and technology into a channel watched by millions every week.

EPISODE 3
In this episode, Chase takes you behind the scenes with Aaron Kyro of Braille Skateboarding, a channel dedicated to helping skateboarders at all levels learn new tricks and skills. Find out how Aaron turned his passion for skating into a successful business and one of the biggest skateboarding channels on YouTube.

RESULTS

• Through-the-roof engagement and positive sentiment

• More than 20,000 new subscribers

• Over 41 million campaign impressions

• 3.35% average YouTube engagement rate

• 4.5 million campaign views