700K+ eligible creators globally. Enrollment, tagging, and content optimization all below potential. Education content framework and GTM strategies were not built or formalized. A system had to be built from scratch.
Architect the end-to-end creator education content and GTM strategy: phased rollout architecture, data-driven content frameworks grounded in platform behavioral insights, lifecycle communications design, competitive category analysis, and channel recommendations. FMC builds strategy and structure, the agency produces the content, and YouTube Shopping oversees and implements.
Built across four strategic workstreams: phased architecture design (Crawl, Walk, Run), data-driven content strategy based on creator and behavioral insights, lifecycle and channel design (content strategy, channel mix, and platform recommendations), and competitive category intelligence.
YouTube Shopping implemented creator education video content and GTM rollout based on FMC’s strategy, globally, driving significant increases in enrollment, tagging activity, and content optimization across 700K+ eligible creators. The internal YouTube Shopping team had the expertise but not the bandwidth to architect a program of this scope from scratch. FMC was brought in to absorb that strategic load, and the team chose to ship the architecture as designed, at global scale. That choice is the proof of quality.