The Youtube Shorts platform was launching in Brazil and although they already had a pretty solid social media campaign running, they needed to find a way to communicate with Gen Z. That's why our main target was the gaming community, who was already very strong and participative on the Youtube Videos platform. They wanted to connect with this audience and engage them enough to turn them into active creators inside the platform.

A pun made by using the name of the Youtube Shorts platform. We made a real life clothing shorts and a metaverse skin inside games of Youtube Shorts, turning both online and offline shorts into our main media channel. By using the shorts as a skin within our activations inside games, the audience promoted our brand and experienced different activations, while literally wearing our shorts to create branded content inside the Youtube Shorts platform.

This wasn’t a simple campaign. It was our way to show a whole new generation of gamers and content creators that YouTube Shorts is also a platform for them. And for that, we needed to be exactly where they are: not only inside the games they play, but also in their day to day life. That could be a challenge, but we knew exactly how to reach gamers on both fronts: Youtube Shorts couldn’t be a social media platform that the target audience uses only on their phones anymore.

For that, we venture into the metaverse and used the target’s favorite games as a platform for YouTube Short’s content. YouTube Shorts became more than videos, but digital clothes, theaters, and even entire cities. So we not only boost YouTube Shorts’s awareness, but turned gamers into avid content creators on the platform.

Within two weeks, our audience was impacted by the content created by our influencers. First, we send over 200 lootboxes containing our shorts for gaming creators all over Brazil. Then used our platform to promote fun gaming videos of our influencers wearing the shorts, where they invited our audience to create content inside the platform as well. After that, we had activations inside four different games: A showmatch in Fortnite, with a dress code to join the lobby. A pool party inside the Cidade Alta server, where players needed to get the shorts so they could enjoy the party. A Shorts Gallery inside Avakin Life, where the shorts were also a dress code. And at last, a special Community Server Map inside Minecraft with empty lots for the community to create inspired by Youtube Shorts theme. Within all these activations, more than over 150 contents were created.

2 Million Impacts

250K Skins claimed worldwide

+150 contents made

+700 Million Impressions

+5 Million Interactions