When BlackLine approached us, their goal was clear: boost brand awareness, stand out in a saturated fintech space, and prove that YouTube could be a serious growth channel, even for a B2B company. They wanted to leverage the power of organic reach, and we were ready to show that with the right strategy, B2B content doesn’t have to be boring.
B2B shouldn’t mean “boring to boring.”
Before our collaboration, BlackLine’s YouTube content followed the same formula many B2B brands rely on: feature-heavy, product-led videos that failed to capture attention or drive engagement. Despite the effort, views were stagnant, and the channel’s potential remained untapped. The perception that B2B content couldn’t compete with more “mainstream” formats was holding them back. Our challenge? Prove that B2B storytelling can not only perform, it can go viral.
Reframing financial complexity through cultural relevance and sharp storytelling.
We built a YouTube strategy that brought editorial rigor and trend fluency to the table. Here’s how we did it:
Proof that B2B can go viral.
In just 6 months, we grew BlackLine’s YouTube audience from 3,000 to over 16,000 subscribers, 100% organically.
A video titled “The ‘buy now, pay later’ bubble is about to explode” that deconstructed a fintech phenomenon with cinematic tension and journalistic precision. It earned over 500,000 organic views in 7 days and sparking widespread discussion with more than 2,000 organic comments.