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.

The PagesJaunes campaign was designed to attract as much press as possible in an organic fashion.

Choosing 3 different interests, beauty, food and home decoration, allowed us to create PR in each domain.

Taking 3 small business professionals from 3 big regions of France gave us the opportunity to reach local press.

By playing off of the DIY trend and asking 3 of the most well-known French YouTubers to do the opposite of what they usually do, the campaign generated considerable interest in national media.

Social and business aspects of the campaign were even covered by France's biggest Financial newspaper.

This campaign was conceived and executed in a social-first manner. The 3 YouTubers posted the videos on their own YouTube channels and to their own social medias, surprising their subscribers who expected to see the YouTubers doing yet another DIY video. Fans celebrated this new and humorous type of video, sharing and posting heaps of comments.

Today, in France, the trend is to Do It Yourself

The problem is that the French no longer call on local professionals and 53 000 small businesses go bankrupt every year. At the French Yellow Pages, we had to find a way to show the savoir-faire of these local professionals and create desirability for them.