YouTube asked ADVOC8 to engage 2,500 Creators across the US (all 50 states!). The strategy focused on building connection and community by humanizing YouTube and emphasizing inspiration and education. The aim was to attract new creators by showing YouTube as an accessible and rewarding platform.
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The Experience Breakdown
All the nitty gritty details
For the three flagship markets (Los Angeles, Dallas, and NYC), we created the thematic, Spill the Tea focusing on creators making authentic connections to get other creators on the platform. Activations had a tea party theme but also naturally would group creators together to break the ice and have natural conversations.
In Addition We Had...
3,517
total creators reached, exceeding our goal by 41%
50
states with events
executed in 10 weeks
26K
items shipped
throughout the project
The Amazing Team
Petra Cooper | Group Account Lead
Laura Mullen | Lead Producer
Abby Walter | Creative Director
Becca Magner Newman | Art Director
Tori Green | Senior Designer
Kirsten Ford | Associate Strategy Director
Lauren Franco | Production Coordinator
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ADVOC8 | Agency
Creative Duality | Partner Agency
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My Role
As creative lead, I developed the thematic, concepted the activations and user experience, and directed signage, decor, and floor plans.