sparking a social video trend with lols
SOCIAL CAMPAIGN
→ YOUTUBE SHORTS
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, and encouraging the creation of 60k+ Shorts and 220K+ unique landing page visits in the first week of launch.
selected works
netflixnetflix – GTM campaign
youtube lovenotesYouTube – DOOH Campaign
hestiahestia – DOOH campaign
google alloGoogle Allo – gtm campaign
google photosgoogle photos – GTM campaign
google my businessGoogle My Business – Brand Identity
evernoteevernote spaces – gtm campaign
experience studioexperience studio – brand identity
sf giantssf giants – season tickets campaign
youtube shortsyoutube shorts – social campaign