YouTube is harnessing the star power of some of its most popular talents with its #madeforyou campaign highlighting the video creators who have accrued vast fanbases by curating feeds based on topics as diverse as science and poetry.
There are now nearly 200 UK-based channels with over a million subscribers, catapulting creators including TomSka and Tanya Burr into household names with an influence that stretches far beyond online videos.
These and 16 other homegrown YouTube stars form the focus of the campaign, conceived in partnership with We Are Social, where a broad range of filmmakers, musicians, comedians and others who have racked up over 48m subscribers between them come together to praise the diversity and opportunity afforded by the medium through their own straplines.
Not all these stars have always been YouTube evangelists however, with TomSka acknowledging that YouTube can be ‘hostile’ to filmmakers as viewers miss out on intricate details.
YouTube’s marketing director in EMEA, Rich Waterworth, commented: “This campaign is a celebration of the quality and diversity of content on YouTube - the people that make it and the open platform that’s enabled it. There’s no one story that can sum YouTube up, we’re what users and creators make us. And it’s our openness that keeps creators at the cutting-edge of creativity; a place where trends are broken and go mainstream; where new stars are born; new voices heard, and where the audience is truly in charge.”
The campaign runs from today through to 12 December in the form of cinema adverts, wraps of London buses and a 360 wrap of Oxford Circus. Digital ads will also run across Google-owned properties as well as partner websites including Vice, Mashable and Sky.