YouTube Made for You Creator Acquisition
Creative Experiences
Integrated Media
Challenge
YouTube is the originator and innovator of video content. But, the rise of short-format content platforms has grabbed Gen Z's attention across Africa.
Insight
During Travel Week, SA Tourism partnered with the local tourism industry to offer special deals for ONE WEEK ONLY. Dating apps quickly match people with potential partners online. We wanted to make it just as quick, easy, and exciting for users to find their perfect travel deal.
5 creators inspired 4000 creators
"Made for You" is a campaign that used social media to get more user-generated content published and more users enjoying more Africa first content on YouTube.
5 of Africa's hottest YouTube Shorts creators were recruited to inspire Africa to educate, entertain and create content published with YouTube Shorts.
5 creators inspired 4000 creators through social media who uploaded over 56 000.
#YouTubeMade ForYou Shorts with over 85 million views and even encouraged discovery of existing African content on the platform.
- 85M
Views on #MADEFORYOU
- 62 000+
Growing pieces of content
Awards
Bookmarks 2024 finalist
Red Giraffe award