CyberGhost: 5.2% engagement with no tech channels in the line-up.

The approach

Most VPN campaigns run on tech channels, where the audience already owns one and the pitch turns into a feature comparison. We went the other way. The line-up was built from channels whose subject matter creates the need on its own: geopolitics and conflict reporting, coverage of China and censorship, internet-drama commentary, and travel and entertainment formats where region-locked content is a running joke.

Every placement sat mid-roll, inside the creator's own upload, and carried its own tracked link and creator-specific code, so each channel's contribution was measured separately rather than pooled.

The results

Across the placements the campaign drew 470,000 engagements on 9M+ views, a 5.2% engagement rate, on channels that a category-first media plan would never have shortlisted. Placing a privacy product outside tech YouTube became a template we now reuse for software brands whose audience is wider than their category.