The Challenge

Creators are critical to YouTube. They bring the viewers, the advertising dollars, and they are what makes it so unique. To ensure we keep the best creators making content on YouTube, we needed to show our existing creators from those starting out, to the ones crushing it how and why YouTube is different and better than their many other choices.

The Solution

We worked with a collective of UK creators to get the word far and wide, to prove to creators why YouTube is the most rewarding and essential platform for their success. To ensure it’s success, paid social boosting increased our reach to hit our target audience of creators. We worked with 51 creators across different verticals, each one authentically expressing why it means more to them to make it on YouTube – creatively, emotionally, financially.

The Outcome 

We created 225 pieces of content, achieving three times the breakthrough of the media norm, and improving brand favourability amongst key users, Gen Z. We doubled the brand linkage and attribution norms, as well as seeing significant positive lifts on perceptions of ‘essentialness’ and ‘most rewarding’.

For 3 months, we created a steady drumbeat of content across long form, shorts, lives, podcasts on YouTube and shorts on Instagram and TikTok. After a successful phase one, we continued our Make It On YouTube campaign across mass paid media and OOH.

128 million views

750,000 engagements.

97% positive sentiment

Beat industry engagement benchmarks by nearly 40%