Youtube’s “Play More” Campaign

Youtube has millions of "core users": audiences who use the platform daily for anything from watching TV to listening to music to consuming their favorite influencer content. Youtube's team wanted to tap those who rarely use the platform. The goal - Turn Casual Users into Core Users. Casual users, many of whom identify as female and millennial, typically use Youtube as a tool (to look up a recipe, get instructions on how to fix something around the house, and so on) rather than as a daily content platform. Our goal was to show these millennial women that Youtube has everything Instagram and TikTok have. That this is a platform they can engage with for hours, scrolling what they (statistically) love most: home decor and fashion content. 

Utilizing Youtube’s top content creators in both the fashion and home decor fields, we created easily digestible, high energy pieces for TikTok and Meta. We also produced accompanying display banners. I served as the lead producer for this campaign, and also led the business affairs for influencer contracts.