YouTube Shorts
Growth Marketing Campaign:
New York, NY

Role: Creative Producer

This campaign was a marketing initiative aimed at achieving new creator goals. The project involved comparing and testing existing creator messaging against new messaging approaches. Our objective was to create tailored messaging and full-screen interstitials for new creators, churned creators (those who had stopped creating), and dormant creators.

We designed the messaging to be more effective in driving repeat content creation on YouTube Shorts and reviving inactive or churned creators. The ultimate goal was to encourage new creators, as well as those who had churned or become dormant, to repeatedly create content on YouTube Shorts.

The messaging emphasized that creators could join and participate in any community on the platform, fostering a sense of inclusivity and engagement. Through this approach, we aimed to build a more vibrant and active creator community on YouTube Shorts.