[INTRO MUSIC]
ANGELA STEELE: I think that I have
one of the most fun jobs in the world,
because I get to do things like this.
And my young children think I'm the coolest mom in the world,
because I get to spend time with people like Caleb.
[MUSIC PLAYING]
CALEB MARSHALL: Like a Richard Simmons VHS tape mixed
with a Britney Spears music video.
I feel like if I show you, you'll just get it more.
All right, here we go, just a minute and a half of your time.
[MUSIC PLAYING]
We have a party to plan, so we're
going to send out some invitations.
So we're going to step to the side.
[LAUGHS]
Oh, good, we've got company.
Blow out all your candles, Angela!
Woo!
Yes!
[LAUGHS] Great!
ANGELA STEELE: That, I can't do.
[LAUGHS]
CALEB MARSHALL: That was wonderful.
[MUSIC PLAYING]
I feel like our audience is really a widespread of range.
We have all ages, all sizes, skin colors,
sexual orientations.
I think that giving people that space where they can just
be silly and feel free is really powerful.
[MUSIC PLAYING]
ANGELA STEELE: And the thing that
strikes me the most about Caleb's story,
it's so core to what we tell brands
to do when they're trying to connect with audiences,
and that is to be authentic.
And when I hear Caleb talking about why he does what he does,
and that's the same essence of what we work with our clients
to achieve, is really understanding their purpose
and the value that they can bring to others and the world.
And using that as the basis for how they behave
in the marketplace, and in advertising,
and the messages that they put forth.
So I think there are direct parallels to Caleb
and what he does, and how a brand should
behave, in general, but also in social media.
[MUSIC PLAYING]
CALEB MARSHALL: I started taking their suggestions.
People would notice, and then they
would comment on the next video, and be
like, oh, my gosh, Caleb listens,
he cares about what we think.
And they really felt more invested and involved
in the channel.
And it wasn't just me giving them content, it was them
helping me create content.
[MUSIC PLAYING]
ANGELA STEELE: The thing that our clients need the most,
right now, is flexibility and agility, and the right tone,
and the right way to connect with their customers.
We are seeing an increased purpose and an increased
role for channels like YouTube.
Because it offers the agility, it offers the flexibility,
but it also offers that connection
with customers and that relationship building,
in a way that might be hard for brands
to figure out what it is that they should
be saying right now, or how they should
be connecting with culture.
CALEB MARSHALL: We realized that what people really
wanted to see was real life, right now.
They saw that even their favorite YouTuber was also
stuck at home, doing the same thing,
working out in the same place that they were working out.
So I think that it brought us even closer together.
And it's made the content that we create even more powerful,
because it's real.
And that's what people desperately want right now,
is just for people to be themselves, and be authentic,
and make them feel less alone.
ANGELA STEELE: Before all of this started, over a year ago,
we had started Project Green Screen, which
was an initiative that we have with YouTube,
across Dentsu and Kara.
And the whole purpose of that is to learn
from creators like Caleb on what the best practices are around
creating content that builds that relationship
with customers, and how to reveal
more of their own authenticity.
As you are doing in your apartment,
brands have to be a little bit--
a little bit vulnerable, in terms
of what they're willing to share and who they're
willing to be in that social space,
so that they can create that connection.
So I think there are so many parallels between what Caleb
is saying, that he does as a creator,
and also what brands need to do to be relevant in this space.
[MUSIC PLAYING]