ABOUT
As an integral member of a YouTube dedicated team, I've had the pleasure of working on a number of exciting and impactful projects, with a wide range of deliverables. I've produced and art directed organic social campaigns, YouTube Year in Reviews, and inumerable email campaigns.
CLIENT
YouTube
TYPE OF WORK
Advertising / Email
MY ROLE
Designer / Art Director
YOUTUBE
CHALLENGE
As YouTube breaks into the world of short-form content, they’ve yet to stand out and resonate with the new wave of digital-native creators. So, Toaster saw an opportunity to bridge the gap.
APPROACH
With a CTR of 5.41%, our campaign exceeded benchmarks by 5x and effectively engaged Creators globally. Cross-promotion on the YouTube Creators channel grabbed the attention of industry publications, boosting the campaign’s visibility even further – encouraging the creation of 60k+ Shorts and 220K+ unique landing page visits within the first week of launch.
RESULTS
By digging into insights, 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 Shorts campaign would ignite a spontaneous trend, inviting creators to share their gag reels, outtakes, and funny fails with the world on Shorts.
MY BLOOPERS
YEAR IN REVIEW 2022
I helped design and direct YouTubes 2022 Creators Year in Review campaign. This complex and engaging email was sent to hundreds of thousands of creators, and utilized live, personalized statistics and imagery. Using the hashtag #MyYearOnYouTube! we were able to generate social buzz and shares on social media.
