YouTube #Lovenotes

Challenge
YouTube celebrates the bonds between creators and their fans each year around Valentine’s Day. In 2021, we built the #LoveNotes campaign, designed to spotlight genuine creator + fan love by sharing feel-good comments from real fans.
Approach
We brought #LoveNotes to life by designing dynamic DOOH placements seen from the streets of NYC, LA and London. In order to create an integrated, scalable experience across all touchpoints, we put together a creative toolkit for YouTube’s cross-functional teams to promote #LoveNotes via social, blog posts, and video channels for the duration of the campaign.
Results
Sharing fans’ gushing comments in such highly visible placements had viewers tuning in for #LoveNotes on various YouTube channels and platforms. Much of this content was then reposted by top creators around the world, encouraging fans to continue sending love and positive vibes to their favorite creators. The campaign resulted in over 2.5K Hashtag Mentions, 110K Views, 24.3M Potential Social Impressions, 100K est. DOOH Impressions, and 90% Overal Positive Sentiment among YouTube Creators and viewers.