Universal Music Group - A. Wright Media

Universal Music Group

Created the Global YouTube/Vevo strategy for Universal Music Group Strategy.

My Role

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Creating the Global YouTube/Vevo strategy for Universal Music Group Strategy.

Channel optimisation and best practices to improve channel growth for UMG videos.

The focus was on SEO optimisation, links for sales, thumbnail changes, UGC campaign cards and interactive YouTube call to actions.

7.8% YouTube video view increase.

Incremental increase of over €200k through YouTube Ad revenue in a 12-week period.

A controlled test on thumbnail changes saw a view increase of 6.7% which led to revenue of €2k.