2023
Entrant Company
Category
Client's Name
Country / Region
Challenge
As YouTube breaks into the world of short-form content, they’ve yet to stand out and resonate with the new wave of digital-native creators. So, Toaster saw an opportunity to bridge the gap.
Approach
By digging into insights, we discovered that Gen Z has a more casual approach to creating content and builds community around their unique sense of humor. Using National Joke Day as inspiration, the #MyBloopers Shorts campaign would ignite a spontaneous trend, inviting creators to share their gag reels, outtakes, and funny fails with the world on Shorts. To better resonate with Gen Z, we collaborated with global influencers to share their unpolished content and bring the campaign to life across curated playlists, a landing page, email comms, and in-product notifications.
Results
With a CTR of 5.41%, our campaign exceeded benchmarks by 5x and effectively engaged Creators globally. Cross-promotion on the YouTube Creators channel grabbed the attention of industry publications, boosting the campaign’s visibility even further – encouraging the creation of 60k+ Shorts and 220K+ unique landing page visits within the first week of launch.
Entrant Company
Vibelab Advertising Agency
Category
Advertising - Advertising Campaign
Country / Region
Saudi Arabia
Entrant Company
Gravity Global
Category
Branded Content - B2B
Country / Region
United Kingdom
Entrant Company
Ulled Asociados
Category
Strategic Program - Comm / Marketing Campaign
Country / Region
Spain
Entrant Company
Rocket Central
Category
Video - TV Ad
Country / Region
United States