PagesJaunes presents Don’t-Do-It-Yourself, the first tutorial videos that show you how to do explicitly nothing while a professional handles the job. PagesJaunes challenged the 3 most famous tutorial YouTubers in France to do the exact opposite of what they normally do. In 3 humorous films, these YouTubers watched a professional do everything while they gave serious and technical commentary to don’t do anything.

The campaign was broadcasted on YouTubers’ channels and on their social media pages. We chose this media stream to be consistent with the target audience’s habits in order to maximise our reach.

So no TV, no print, just YouTube, Facebook, Twitter, Snapchat & Instagram to roll on our how-to videos that teach you how not to do things yourself.

By disrupting a discussion as big as DIY, the campaign was spread far beyond our YouTuber’s initial subscribers, reaching a much larger audience and garnering attention from local, national and international press as well, making the 3 small business professionals stars in their cities.

By the time the dust settled, word of Don’t Do It Yourself spread throughout France, so much so that 1 in 3 French people were exposed to the campaign.

In the end 22 035 790 French people were exposed to the campaign.