YouTube Creators

THE BRAND DEAL DESK LIVE FROM CANNES: Hide and Seek with Virgin Media O2 and The Sidemen

Episode 6 takes The Brand Deal Desk to Cannes for its first ever LIVE show on YouTube Beach, bringing creators, brands and YouTube together on one stage to unpack one of the biggest creator partnerships of the year. @graceandrewsss and @MaxFosh joined by @Vikkstar123 the @Sidemen, alongside Arcade Co-Founder Jordan Schwarzenberger, Virgin Media O2's Richard Bowne and YouTube's Elizabeth Lunde Hermansson, for a behind-the-scenes look at how the blockbuster Hide and Seek collaboration with O2 Satellite came to life. From the initial creative sprint to the final upload, the panel reveals how the idea was developed, why the Sidemen were the perfect fit, and what every creator can learn about building authentic brand partnerships that audiences actually enjoy. The conversation explores YouTube's "Magic Middle" - where brand objectives meet creator creativity - and why the best integrations don't interrupt the content, they become part of the story. Vik shares why protecting audience trust is always the priority, while the brand and YouTube teams explain how creators can make themselves easier to discover through YouTube Creator Partnerships, Channel Insights Sharing and Creator Partnerships Boost. Plus, the panel breaks down the metrics that proved the campaign's success, from audience retention and attentive watch time to brand lift, offering practical lessons for creators of every size looking to build bigger, better brand deals. Curious about YouTube Creator Partnerships? It's available for eligible YouTube Partner Program Creators and you can learn more here: https://support.google.com/youtube/answer/9385307?hl=en Subscribe and hit the bell to see new videos: https://goo.gl/So4XIG ► Check out our Help Center: https://goo.gl/fBzr7 ► Check out the Creator Insider channel: https://www.youtube.com/@creatorinsider