Case Study: YouTube boosts Premium sign-ups with Seed's Taste of Premium campaign

YouTube boosts sign-ups 74% with Seed

The customer YouTube faced a challenge persuading students to sign up for its Premium service. The benefits of the subscription were abstract, and YouTube needed to earn the attention of a generation that doesn't give it away easily. The vendor Seed was engaged to help address this problem.

Seed implemented a live experience tour for YouTube called "Taste of Premium" that visited 40 UK universities. The solution offered students tangible rewards for signing up and used YouTube creators and campus influencers to generate authentic peer-to-peer marketing. This approach by Seed resulted in a highly successful campaign, achieving a 5 million person reach, a peak of 1.2 thousand daily sign-ups, a 40% reduction in trial drop-off, and a 74% increase in sign-ups.

YouTube