Anthony dever.

Brought YouTube’s biggest creators into the real world

YouTube's annual consumer facing campaign that has a significant B2B component to attract major advertisers and media buyers.

What makes YouTube really special is the intensity of its creator-fan relationships, not the brilliant randomness of its videos.

We wanted people to harness the power of the fan and help others to feel the 'You' in YouTube by demonstrating the amazing collective power of fans and creators to change each other and the world.

We selected and showcased local  beauty creator Lauren Curtis by challenging the audience to 'make up your own rules'.

My role:

Audience research

Campaign strategy


12M impressions in the first two weeks on video, mobile, and social.

17% increase in viewership over the previous year.

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