Kyle Bean and the Modern Market on YouTube for Google
There is an entire industry of YouTubers who are the new go-to cultural icons that millions of captive viewers look to in order to see what’s going on in fashion, tech, beauty and a ton of other trades. Before Awesome Stuff Week, YouTubers were forced to include a series of links to purchase featured items so they could guide their viewers to the products that interested them, causing a certain level of confusion and lack of clarity. Now, with integrated purchasing on the YouTube platform, YouTube personalities can deliver this information directly to their viewers, making the entire system seamless and more catered to consumers.
Kyle Bean was asked by Droga5 to create moving banners that could also be used in videos, as a way to build fun and excitement around the launch of this new feature. Kyle teamed up with photographer Aaron Tilley to create the stop motion videos that focused on the worlds of fashion, technology, and entertainment. Each animation consists of objects and materials that Kyle styled and assembled, spelling out “STUFF” as a sort of tongue-in-cheek meta nod to the enabling nature of the service. Sixty-four percent of shoppers say that YouTube influences their purchase decisions, so the move was a no-brainer and what a thrill that Kyle was able to help such a huge company reveal this groundbreaking new system.
Awesome Stuff Week is streamlining the process of watching a video to purchasing featured products that some brands and companies pay a lot of money to be front and center. These YouTube personalities make a living in these deals and YouTube’s new system makes their job a lot simpler, encouraging this new kind of commerce. Kyle is on the front lines of this new economic move, helping one of the largest brands in the world change the way we look at digital influence.