YouTube | ESCAPE2021 🧣
Figuring out how to re-think YouTube’s end-of-year celebration is no easy task. But, in 2021, we replaced our annual Rewind recap video with an interactive year in review called ESCAPE2021, leading with top insights and trends from the year and involving the YouTube community.
Time 2021
Role Brand Marketing Manager
the challenge
Find a new way for Youtube to recap the year after 9 years of YouTube’s annual Rewind video.
the SOLUTION
As the Brand Marketing Manager, I oversaw trends insights to help inform creative decisions, creative direction of the campaign, on platform promotion on our YouTube homepage, digital live event production, and post-campaign reporting.
Knowing that interactive digital events were on the rise during and following COVID, we leaned into the reality of how even more important content and connection had become since the last Rewind video in 2019. So, we created an interactive and global 24 hour live streaming event that brought YouTube community together in a brand new way.
Leaning on data highlighting the most viewed videos and trends of the year, like hydraulic press videos and Olivia Rodrigo’s Driver’s License, we created interactive games based on each trend and broke them out into segments across 24 hours that would resonate the most with respective global markets from EMEA to APAC. We ended with a surprise first-ever BTS concert in Minecraft. This resulted in becoming the most positively talked about end-of-year campaign of 2022. We also clocked in more mentions than Rewind!
