Colgate
A YouTube × Colgate collaboration on Mitchel's own channel — 1.7 million views, 67% retention, and a quarter of measurable sales growth.
Colgate and YouTube needed to reach the dance community — authentically.
Strife TV was a YouTube channel Mitchel built with his friends that had grown a large, loyal following in the dancer and streetwear community. YouTube and Colgate identified it as the right platform to reach that audience for their national Optimism campaign.
The challenge: the content had to feel native to the channel, not like a brand interruption. Dancers don't watch ads — they had to actually watch this.
Produced for our own channel. Built for the audience we already knew.
Because Mitchel had built Strife TV and its dancer community from the ground up, we knew exactly what the audience responded to. YouTube and Colgate brought us in as the production partner for the Optimism campaign — three videos made to live on the channel and feel like they belonged there.
Every production decision — pacing, hooks, talent, structure — was made with the Strife TV audience in mind first. The brand message came second, which is exactly why it landed.
Campaign highlights from Strife TV.
Two of the three videos produced for Colgate's Optimism campaign on the Strife TV YouTube channel — both hit a 2% click-through rate.
1.7 million views. 67% retention. A quarter that showed in earnings.
The campaign outperformed on every engagement metric. Colgate reported 5.5% net sales growth and a 12.86% increase in Q3 earnings, the same quarter the content ran. Two of the three spots hit 2% click-through.
Total views across the three Optimism campaign videos
Average view retention across the campaign
Net sales growth in the quarter the content ran