Case Study 01
YouTube: Youth Wellbeing Positioning

Brand Positioning · Stakeholder Strategy

Situation: Amid congressional hearings on youth safety, YouTube's newly formed Youth Wellbeing division needed a credible brand position that would resonate with both teens and parents without sounding defensive.

Task: Define an ownable positioning statement and strategic framework to guide product messaging, internal alignment, and public communications for the new division.

Action: Led insight synthesis across parent and teen segments. Identified a positioning tension between "protection" and "empowerment" and developed a dual-audience positioning statement with distinct proof points for each. Facilitated alignment across policy, brand, and product teams.

Result: Positioning adopted as the division's foundational go-to-market strategy. Framework guided 3 product announcements and was referenced in Congressional response materials.

3 product launches aligned · 2 audience segments addressed · 1 unified division strategy