Paramaker is a network that acts on the development and professionalization of content production for YouTube, with more than five thousand of subscribed channels. Since September of 2015, Paramaker belongs to Webedia Group. Since 2012, Webedia released several vertical sites that are leaders today in Brazil, adding more than 20 million of unique visitors per month.
In September of 2015, Webedia made contact with GamePlan to propose two challenges: 1) promote the purchase of Paramaker and 2) have creative ideas about how to promote the purchase of Paramaker for Webedia to advertising agencies.
We verified that advertising agencies still had a perception barrier with YouTubers in order to buy digital media campaigns. To break this barrier, we developed an innovative action: a roadshow at advertising agencies, using the web celebrity Felipe Neto as a spokesperson. The roadshow is an action that combine the two interested parts – agencies and Webedia – to create the desired relation.
During the roadshow, the reality show “The Most Creative Agencies of Brazil” was recorded, where Felipe Neto, acting as Chief Creative Officer of Paramaker, visited the agencies and talked with their creative professionals about the forecasts for the market and creativity tips and tricks. With this action, was established the relationship between Webedia and the agencies to show that YouTube is a valid and ROI-intensive investment which must be considered for marketing campaigns. The roadshow visited the ten biggest advertising agencies in Brazil.
The roadshow was a major success. Webedia was able to establish a relationship with several professionals of the main agencies of Brazilian markets.
The PR work generated relevant content in several channels, in terms of media and marketing trade. Webedia was theme of reports in Meio & Mensagem, AdNews, Folha de S. Paulo, among others that informed Webedia’s acquiring of Paramaker.