The Challenge

YouTube Edition is a content series that spotlights the UK’s favourite creators’ favourite creators, helping Gen Z audiences to discover their new favourites and new niches. YouTube challenged us to help their users discover more new creators, communities and content on YouTube through the real voices of culture: the creators. 

The Solution

Our approach started with deep talent research and data analysis, which involved collaborating with a range of diverse and inclusive Creators with a strong presence on YouTube and Instagram and established amongst Gen Z audiences in the UK landscape.

We collaborated with 6 hero creators and 30 featured creators on a 360 campaign, online and offline. It was spread out across 4 weeks and launched on multiple platforms to help broaden the Edition Series to wider and more relevant audiences. Alongside creator and campaign management, The Fifth also licensed and cleared 30 pieces of video content including music, brands and gaming IP to be featured in the series episodes.

The campaign launched with paid media, OOH, a YouTube live-stream and networking launch event and Q&A, to further amplify and drive additional positive engagements.

The Outcome 

We produced six 3-min long episodes featuring emerging creators, along with +200 content to promote the series. This allowed us to achieve remarkable overall results in terms of views (+76.8M), engagement (+572.6K) and contribute to an increase in brand love.