SOCIAL CAMPAIGN

As YouTube broke into the world of short-form content, they had yet to resonate with the new wave of digital-native creators. So, my team saw an opportunity to bridge the gap.

We discovered that Gen Z has a more casual approach to creating content and builds community around their unique sense of humor. Using National Joke Day as inspiration, the #MyBloopers campaign ignited a spontaneous trend, inviting creators to share their gag reels, outtakes, and funny fails with the world on Shorts.

With a CTR of 5.41%, our campaign exceeded benchmarks by 5x and engaged Creators globally. Cross-promotion on the YouTube Creators channel was picked up by industry publications, boosting the campaign’s visibility even further, and encouraging the creation of 60k+ Shorts and 220K+ unique landing page visits within the first week of launch.

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my role : CD