The Challenge

YouTube is home to diverse communities, but the vast volume of content can overshadow niche groups, making them harder to discover. To address this, YouTube launched the Yoodle program—a playful twist on the YouTube logo—to celebrate community, culture, and creativity, supported by social and influencer activations. For this campaign, YouTube enlisted The Fifth to support them in raising awareness of the Yoodle Program and its underrepresented communities, starting with spotlighting the Van Life community and their unique lifestyle. 

The Solution

We set out to celebrate the Van Life community by delving into their inspiring stories and showcasing the richness of their experiences. After identifying and connecting with van lifers across four key markets: UK, DE, FR, and MENA, we selected four standout creators whose journeys exemplify the spirit of Van Life.
Our involvement spanned the entire project lifecycle:

Contracting and collaborating with creators.

Coordinating documentary shoots across four countries.

Managing social deliverables across 3 platform: YT,IG & TikTok to promote the documentary and community on YouTube.

Curating a gifting program for the broader Van Life community.

The Outcome

“Switching Lanes”—a heartfelt documentary capturing the highs, challenges, and magic of life on the road. By giving these creators a platform to share their stories, we amplified their voices and celebrated the Van Life lifestyle in an authentic, meaningful way.

4 Creators and 24 pieces of content across YouTube, Instagram & TikTok

12,510,938 video views

178,557 engagements

Sentiment for this campaign was overwhelmingly positive to both creator and content:
94% Positive sentiment, predominantly revolving around Love (49%) and Joy (31%) Two key themes emerged: Encouragement and Success (56%) and Content Appreciation (14%)