YouTube: #LoveNotes

Video platform YouTube deployed its 2021 #LoveNotes campaign in London, New York and Los Angeles to grow engagement and positive sentiment.

Campaign details

Brand: YouTubeAgency: ToasterRegion: North America

Strategy

Objective

Every year around Valentine's Day, YouTube celebrates the bonds between creators and their fans. We built the #LoveNotes campaign as an opportunity to spotlight genuine creator+fan love by sharing feel-good comments from real fans. This year, we flipped the script and increased the global reach of the campaign by encouraging creators to share their love for their community inspiring fans to return the gesture. Beyond that, driving YouTube Shorts engagement was top of mind along with improving the perception for existing and new creators that YouTube...

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