In a context of advertising saturation and audience fragmentation, UOC needed to increase brand awareness and strengthen its positioning among young, digital profiles aligned with its educational proposition.

The challenge was not only to reach more users, but to do so in a credible and relevant way, associating the brand with a creator aligned with its vertical while maintaining the level of control, optimisation and measurement expected from a YouTube Ads campaign. The key was to bring together authenticity and performance within a single activation.

To address this challenge, UOC opted for Google Ads Partnership Ads, a feature that allows brands to directly promote the videos of creators they collaborate with, seamlessly integrating them into YouTube’s advertising ecosystem.

The strategy was developed in collaboration with a leading YouTuber, leveraging their credibility and strong connection with the audience to amplify the brand message. From an activation standpoint, TrueView in-stream and YouTube Shorts formats were combined to maximise reach and engagement, while maintaining full control over targeting, investment and performance measurement.

This approach made it possible to transform an influencer collaboration into a scalable, results-driven video strategy, fully aligned with UOC’s branding objectives.

The campaign delivered a strong impact in terms of visibility and efficiency:

• Over 4.1 million impressions

• 431,000 TrueView views

• Average CPV of €0.019

These results highlight the potential of Partnership Ads to amplify brand collaborations in premium environments such as YouTube, combining the authenticity of creator content with the advertising and optimisation power of Google Ads.

Thanks to this strategy, UOC strengthened its brand presence, connected with new audiences and achieved clearly measurable results in a high-impact branding campaign.