YouTube | Creators on the Rise 🚀
There are more YouTube Creators than ever before, meaning there are even more sub-communities of amazing creative people than ever before on our platform. We need to make people can discover new content, new Creators, and new communities in a way that the algorithm might not allow them to.
Time 2021 - 2022
Role Brand Marketing Manager
THE CHALLENGE
There are lots of up-and-coming Creators with creative interests, content, and perspectives on YouTube. But, they can be hard to find, especially with the amount of videos to sort through on top of what you already like to watch. So, how do we get these creators with their amazing content in front of more people and celebrate their growth on our platform?
THE solution
As the Brand Marketing Manager, I led creative direction and brand identity of the program, program management and execution (from creating a dashboard to identify the creators to setting up processes for monthly refreshes of content), marketing on our owned and operated channels, and post-program campaign analysis.
Cue the Creator on the Rise program. Long before our marketing behind it, we have rewarded creators with growth on our platform promotion to expand their audiences, but we’ve never put branding or marketing effort behind it.
So, we did that. For the first time, we put branding behind the program and started to market it on our owned and operated channels, giving our featured Creators even more visibility on our platform to reach new audiences and grow their channels.
