YouTube has initiated an ad campaign created by Essence Digital to put the spotlight two up-and-coming UK channels SORTEDfood and Copa90.
Building upon last year’s campaign which cemented the likes of Zoella, VICE News and the SlowMoGuys as household names, YouTube will look to boost subscriptions to the channels, while also underlining the platform as the home of diverse content.
Through the video and mobile campaign, ads will run on partner websites including ITV, Channel 4, BT Sport, Time Out and the Guardian and Google properties.
Rich Waterworth, head of marketing EMEA at YouTube, said: “We're host to a very diverse group of people and voices, but YouTube creators are unified by authenticity and their ability to connect with their fans in an honest and personal way. The creators in this campaign are shining examples of just such authenticity and creativity.
“Inspired by food and football respectively, SORTEDfood and Copa90 breathe new life into these Great British passions, creating content that inspires millions to subscribe to their channels and tune in week-on-week."
Promotions will also appear on Silicon Roundabout in Old Street, London and digital billboard and tube station placements, including Waterloo and Liverpool Street Stations.