This content series helped Youi create new benchmarks for YouTube View-through-rates (as supplied by Google) and set a precedent for branded-content at the NRL.
We set ourselves a challenge to make something that stood out in the sea of NRL content, resonating on a human level. Telling real stories about real people, in an authentic, engaging and intimate way.
Free of any playing footage, relying only on titles, match audio and the player’s own voices to tell the stories. Shot so the players could look straight down the barrel – talking directly to the viewer. Every decision about capturing and enhancing that intimate, emotional connection.
It’s not just a series of footy videos that only appeals to footy fans. It’s not generic content that could belong to anyone. It’s distinctly Youi. Deeper content that’s all about individuals experiencing and responding to change, with rugby league as the backdrop.
