Revealing the silver lining after a long year


2020 came with its fair share of challenges. So, when we were tasked with revamping YouTube's Year In Review campaign, we made it our mission to unearth the year’s silver lining and uplift 6M content creators worldwide. We needed to celebrate their channel engagement with a highly personalized–yet globally scalable–message.


Numbers speak louder than words, so we let the data tell the story. We designed bold graphic packages and custom email templates for creators in key verticals. We then delivered these comms with dynamically populated channel stats for each creator. This approach allowed us to highlight the positive impact they had on fans over the past year.


The email had a whopping 42% open rate and #MyYearInReview has been mentioned in over 2.7 million videos as of April 2021.