YouTube | #2022inShort 🩳
At the end of another year, one where short form video became the dominant form of content creation and consumption, we had to rethink yet again how to celebrate a year of inspiring, fun, and new trends, creators, and content and the first full year of YouTube’s SFV product, Shorts.
Time 2022
Role Brand Marketing Manager
THE CHALLENGE
Come up with a way to showcase the new world of short form video on YouTube in an end-of-year celebration.
THE SOLUTION
As the Brand Marketing Manager, I oversaw trends insights to help inform creative decisions, creative direction of the campaign, creator talent selection and briefings, paid media execution of interactive digital ads and traditional OOH, on platform promotion on our YouTube homepage, blog and PR coverage of the activation, and post-campaign analysis.
Lean on the top trending creators and content from 2022 short form videos to tell our story of 2022 top trends and invite others to recap their year under a trending SFV format and #2022inShort.
We produced some of our own #2022inShort videos to get the trend going, but then worked with top SFV content creators from the year to create their own #2022inShort video recap with some of their top videos from the year utilizing an original sound and a replicable format.
