YouTube
Always On Social
Between 2019 and 2022, I led a team of creatives that was dedicated to the always on social across YouTube’s top verticals.
With a focus on YouTube Core, Gaming, Creators, and Music, we created content that was reactive to trending conversations and moments within internet pop culture.
CAMPAIGNS
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CAMPAIGNS 〰️
YouTube #LoveNotes
For Valentine’s Day, YouTube launched a campaign to celebrate their platform’s top creators by encouraging fans to submit their #LoveNotes to their favorite YouTubers.
I lead a team of creatives that produced over 200 real-time bespoke assets tweeted from the YouTube account in honor of the fan’s most beloved creators.
At the end of the campaign we established over 90% positive sentiment, 2.7K mentions, and 175.M social impressions.
YouTube x BLACKPINK
To celebrate BLACKPINK’s album Born Pink, YouTube hosted a dance challenge for the band’s new single, Pink Venom. I helped manage and produce social content to invite creators to take part in a dance challenge on Shorts.
With 11 global dance creators, the creative drove early participation that continued to grow throughout the campaign. Our team boosted campaign awareness by tapping influencers across several adjacent verticals to promote participation.
By the campaign's end, we achieved 37M views on contracted creator Shorts, 2.6M positive engagements, and 660K mentions of #PinkVenomChallenge.
YouTube Shorts #MyBTStory
In partnership with global music sensation BTS and YouTube Shorts, XX Artists launched the #MyBTStory Shorts campaign.
To celebrate the ARMY fandom, audiences were given the chance to share their stories surrounding BTS for a chance to be featured in a special fan edition music video.
Our team sourced hundreds of fan submitted content and generated buzz through sourcing and contracting a slate of influencer partners.
The final music video produced by XX garnered over 2.5 million views within the first three days of publishing.
YouTube #Escape2021
Marking their first year without an annual YouTube Rewind, YouTube hosted a 24 hour global interactive livestream that recapped the biggest moments and online trends of the 2021.
Our team created a social first approach that invited engagement and participation from our Gen Z audience. Through gamified content, teasers, and reactionary posts during the livestream we were able to increase hype around the first of it’s kind recap bringing the livestream to over 27M views.
AGENCY: XX ARTISTS