The growing influence of YouTube personalities is undeniable. More and more, millennial youth are identifying with these pseudo-celebrities as much, or in some cases even more, than they do with conventional media celebrities. One example of this is a young, interracial couple from Indiana known as Gabe and Babe. The duo has developed a dedicated audience who loyally follow their video posts detailing aspects of their lives from the mundane to the unexpected. Their connection with their fans is almost familial.
Working with GlobalHue, Paintbox Labs identified and recommended that Walmart establish a relationship with Gabe and Babe and use them and their platform to help bring awareness to the Walmart Family Mobile data plan for budget-conscious cellphone users.