YouTube wanted to capitalise on the popularity of its top channels among young people, while boosting awareness of their stars among older people who’ve never heard of them.
Some of the stars chosen for their first campaign were the beauty vlogger Zoella and the YouTuber duo Gav and Dan, also known as The Slow Mo Guys.
Zoella, already with millions of fans, was known to make beauty videos, vlogs and also talk about important issues such as mental health. For her fans, her videos always felt personal – in way that invited people into her life. We wanted to capture that sentiment and convey it the best way possible in the TV film and digital ads.