The Challenge

Reignite Gen Z’s relationship with YouTube through the fun of Shorts and help them to discover new creators and new trends to jump on, including driving the takeoff of new native trends and launching newly concepted trends through captivating content. 

The Solution

We worked with 71 Creators ensuring multiple categories, niches, and interests were covered to reflect the culture and style of Gen-Z. By contracting them upfront for a 9 month campaign, this allowed us to quickly activate emerging trends within a few day from concept to live, ensuring YouTube were riding the wave up for engagement and interaction. Creators also delivered off-platform content to further boost visibility of YouTube’s trends on IG and TikTok, encouraging consumers to take part.  

The Outcome 

We delivered over 340 pieces of content across YouTube, Instagram and TikTok, including supporting global track launches for Olivia Rodrigo’s Vampire and Dua Lipa’s Houdini songs. Internal YouTube data showed the campaign contributed to marked uplifts in trend creation and user sign-ups, as well as improvements in brand perception amongst Gen Z. 

340 Pieces of content

+6.3 Million Engagements

+129 Million Views