131. 19 Years at Google: Her Winning Strategy for Brands to Dominate YouTube

What's up Rock Nation, today we welcome Emma Jennings to the show. Emma helps our biggest advertisers tell great stories on YouTube. She is part strategist, part creative director - with a little bit of a producer hat thrown on for good measure. She helps brands understand the wild world of YouTube: where they should play and how to make stuff that people will actually want to watch, share, and spend time with. With over 15 years' experience consulting with Fortune 1000 companies, Emma brings deep product knowledge across digital media and Google advertising offerings.

Check out Emma here:

https://www.linkedin.com/in/emma-jennings-709498a/

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Timestamps:

0:00 - Trailer

0:56 - Intro

2:19 - One Handed Crack

3:26 - Visiting Dude Perfect HQ

4:17 - What Makes Dude Perfect Special

6:00 - Creator Lead Brands vs Traditional Media

7:34 - What micro influencers can learn from the biggest creators

8:26 - What YouTube metrics are most important

10:53 - What Brands can learn from Creators

11:23 - 40% of people consider themselves a creator

13:47 - What Emma learned from Directing her first Short Film

17:20 - Organized Chaos

19:10 - Don’t wait to act on your ideas

21:15 - Working with large studios

22:07 - Movie Making is actually the marketing

23:45 - How the landscape of marketing has changed over the last 2 decades

27:50 - When Emma starting focusing on YouTube

29:29 - How conversations with big brands goes

31:08 - Our pitch for 505

32:17 - Expectations from big brands when it comes to success on YouTube

35:04 - How BTS content and creators have come into marketing

40:44 - How Burberry is winning with long and slow ads

42:30 - HULU’s success with ambient rooms ads

45:03 - How Emma’s consulting strategy has evolved

47:48 - YouTube is the number 1 streamer

51:06 - What makes YouTube unique

56:49 - Organic vs. Paid content

1:00:25 - Brand Lift Surveys

1:01:22 - How Emma continues to raise the bar

1:02:34 - The Glad Press and Seal ad that CRUSHED

1:06:15 - How creators get selected to work with brands

1:08:26 - What KPI’s are used to determine success

1:09:43 - What Emma has learned about leadership

1:12:17 - The best advice Emma has received

1:13:27 - Biggest challenges Emma has faced during her time at Google

1:14:46 - Balance data and creativity

1:17:12 - YouTube is the world's largest focus group

1:18:11 - What risks do brands face if they don’t embrace YouTube

1:19:09 - Advice to your 18 year old self

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