YouTube has launched a campaign highlighting 18 of its biggest stars in its UK creator community.
Dubbed #MadeForYou, the campaign celebrates creators whose channels range from science to spoken word poetry.
The campaign also serves to signify that close to 200 channels in the UK have over 1 million subscribers, according to YouTube.
The 18 creators featured in #MadeForYou — including TomSka, Kaushal Beauty, Caspar Lee, Colin Furze, Scola Dondo, Tanya Burr, Vikkstar123, Cupcake Jemma, Oli White, Humza Arshad, Suli Breaks, Louise Pentland, Patricia Bright, Joe Sugg, Dina Tokio, Emma Blackery, BubzBeauty, and Marcus Butler — boast a collective 48 million subscribers.
The campaign, created by YouTube and We Are Social runs from November 7th to December 12th 2016 and will feature bold out-of-home activations and innovative ad experiences to showcase both the content and impact of YouTube creators.
To celebrate each creator’s different passions with video spots in 275 movie theatres, digital escalator panels in tube stations, bus shelter takeovers, and bus wraps.
— joe sugg (@snugglets) November 7, 2016
For the first time, YouTube says it will use its TrueView ad technology to ensure that ads played in movie theaters will match the preferences of audiences.
Digital ads will also run on Google properties as well as The Telegraph, Time Out, VICE, Sky, Channel 4, ITV, and Mashable.
YouTube’s Marketing Director in EMEA, Rich Waterworth says: “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.”
Jim Coleman, We Are Social UK CEO said: “Our approach was to celebrate the unique relationship that YouTube creators have with their fans and their role in shaping and influencing culture. #madeforyou is our encapsulation of this and the new world order of fan driven influence and celebrity.”