YouTube Rewind
Global Launch Campaign
Challenge: YouTube Rewind 2018 was the most disliked video on YouTube and the social response was cringey. YouTube needed a new approach to excite fans for the 2019 video and one that could scale globally.
Solution:
-
Combine the data to establish some ground rules.
-
A nod to the past: acknowledge last year’s being so bad
-
Not 2018: indicate this year is different from the jump
-
Self-aware: reflect this tone throughout 2019
-
Creator-first: they lead, not the polish of the YouTube brand
-
Lo-fi: video is so creative must be too
Results:
-
#REWINDISCOMING meme was the 3rd most liked post of 2019
-
1.3M engagements across 15 accounts on three channels
-
61.1M impressions across 15 accounts on three channels
In on the joke
We recognized last year’s misstep in a lo-fi, no-fanfare fashion by bringing celebrated YouTube creators to the forefront and teasing their presence in the official video.
Creator Focus
We focused on what fans liked in 2019, with the numbers to prove it -- AKA a supercut video of the most influential YouTube creators of the year (and all-time).
