The Brief

YouTube is perceived as a platform with endless content, acting as the second largest ‘search engine’. But at the heart of YouTube are its creator channels - fresh, new content across a wide variety of genres that is just as popular as mainstream content. With over 400 hours of content uploaded on YouTube every minute, each creator works hard to drive engagement with their audience through their content.

The main objective of this campaign was to support home-grown talents and put them in the spotlight to help them succeed by creating awareness about their content.


What we did

We decided to celebrate these creators and the fandom they induce. #SeeSomethingNew was a callout to the community on social to discover creators and their content. With YouTube FanFest, the biggest on-ground platform where creators perform live, we piqued fans’ interest further by giving them opportunities to see and interact with the creators in person. This helped strengthen the fan-creator relationship from mere recognition to ardent fandom.

The campaign was anchored across creators from different genres, who have built a credible brand and are gaining popularity online. We were tasked to create affinity towards YouTube as the destination for fresh new content. By drumming up 8 artists and their fans, we piqued our users’ interest beyond mainstream content. This is how we building awareness and engagement for 8 Indian creators:

  • We showcased fun, personal stories of YouTube stars that got the fans’ attention. Think a tech creator like Geeky Ranjit reviewing an eyeliner!
  • We gave Vidya Vox’s fans the power to choose and be the decision makers for her next song.
  • To make it more discoverable, creator-led content was promoted through relatable content formats and by leveraging trends.
  • Creators took over @YouTubeIndia Twitter handle. Activities like #JustBeingIndian helped Creator Sahil Khattar get closer to his fans.
  • We got fans talking to creators on Twitter, with an incentive of meeting them at YouTube FanFest.
  • We created a more intimate and memorable interaction for fans through fun Boomerang reactions from the creators.
Creative and Innovations


We succeeded in strengthening fan-creator relationships online and enhance brand love. The campaign saw

  • 14M average impressions for each creator
  • 88M total creator impressions for #SeeSomethingNew
  • 1 national + 3 citywide trends
  • 8.3% average engagement rate on creator-led content
  • 3 creators crossed the ‘Million Subscribers’ milestone during the campaign
  • 153% Average increase in mentions for creators
  • 4% average ER on YT-led creator activations

“The #SeeSomethingNew campaign was definitely a great success story for YouTube backed by the strong ideation and implementation by the team. The campaign more than achieved its success metrics and was well received across the ecosystem of audiences, YouTube Creators and industry experts. - Samit Malkani, Brand Lead, India & SEA, YouTube.”

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