Helping Gen Z find their next favourite creators with YouTube Edition

Our mission was to help Gen Z find new creators, communities and content in a way that only real voices from the platform could pull off.

YouTube Edition spotlights the UK's favourite creators, helping Gen Z audiences discover new favourites and niches. YouTube challenged us to supercharge the series with more reach, relevance and meaningful engagement, without making it feel like a corporate campaign.

Our approach started with deep talent research and data analysis, identifying diverse and inclusive creators with strong YouTube and Instagram presence amongst UK Gen Z audiences. We built a cast of six hero creators and 30 featured creators grounded in credibility and authentic audience relationships.

The four-week, multi-platform campaign combined creator and influencer marketing with six three-minute episodes, more than 200 promotional assets, paid media, OOH, a YouTube livestream and a launch event. We also licensed and cleared 30 pieces of video content, including music, brands and gaming IP, allowing the series to celebrate creator culture in a way that felt genuinely native to YouTube.