YouTube Go Indonesia: Giving more people access to know more

Video-sharing platform YouTube collaborated with a local NGO to offer business workshops to housewives to drive rural uptake of YouTube Go, its lite video streaming app, in Indonesia.

Campaign details

Brand: YouTube Go IndonesiaLead agency: MullenLowe IndonesiaRegion: APAC

Strategy

Objective

Out of the 112 million people living in rural Indonesia, less than 10% accesses YouTube content daily. This is due to the high cost of data in Indonesia and specifically YouTube being perceived as a "data-eater".

YouTube Go is a lite video streaming application that was introduced under the YouTube flagship brand. It helps users in rural areas overcome the hesitation of watching online videos and establish a new offering while retaining equity and love for YouTube through its data control feature. Hence,...

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