YOUTUBE · MADE FOR YOU · UK

Showcasing the cultural
influence of creators

18 UK creators with 48M followers took over London, to show advertisers that YouTube is where culture is made.

2 weekstrending
20Morganic views
10%increase in ad sales
Made For You bus wrap with YouTube creator SuliBreaks at Piccadilly Circus
CONTEXT

In 2017, advertisers still put TV first for brand building, seeing it as the centre of cultural influence. The job was to change that, and make YouTube a credible home for brand storytelling and growth.

INSIGHT

YouTube's power was the two-way relationship between creators and their fans. Those communities were growing fast and shaping mainstream culture.

STRATEGY

Move YouTube from a reach channel to a cultural force, by showing the scale and emotional intensity of creator and fan relationships.

IDEA

Made For You. Position creators as a collective cultural force by uniting 18 UK voices with a combined 48M subscribers, proving YouTube's power to engage passionate communities at scale.

THE CAMPAIGN

18 creators with 48M followers
take over London

Made For You artwork built from fan comments
Distinct art direction

Bespoke art direction for each creator, made from real comments left by their community.

Made For You Metro covers and Campaign magazine ads
Out of home and press

Over 1,000 creative assets across London's most iconic OOH, plus Metro and Campaign takeovers.

Made For You takeover on the Evening Standard website
Digital media

The largest media buy in YouTube's history, across every cultural touchpoint.

Made For You creators photographed in the National Portrait Gallery
Creator activations

18 bespoke creator activations to show the engagement of their fans, including a shoot in the National Portrait Gallery.

Made For The Drum branded cup
B2B activations

Activations built for media agencies and trade press, like Made For The Drum.

A creator filming in front of Made For You screens at Piccadilly Circus
Creator videos

Creator videos and social ideas for each of the 18 creators.

Kate taking a selfie next to a Made For You bus shelter ad for KaushalBeauty
ON THE STREETS

London, made for you

OOH across London, from Tube takeovers to buses, bus shelters, newspapers and screens, carried each creator's face, fan count and a line written from their community's comments. Hard to miss, even on the way to work.

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