YouTube #PowerToDecide

Brief:

In the run-up to the UK snap general election, YouTube wanted to use the power of their platform to encourage 18 to 24-year olds, who historically are the least likely demographic to go to the polls on election day, to have a say in their own future and vote.

Solution:

We challenged top UK creators to use their #PowerToDecide and appeal to their fans to join them in voting. Creators across the UK responded to the call by recording and uploading hundreds of hours of videos and reaching over 800,000 young people in just a few days. For the final push the day before the elections, we launched a hero video featuring top creators, a PR drive with major editorial partners, a YouTube homepage placement and even a got a Google homepage spot.

Results:

5M+ views

Played a part in the highest 18-24 voter turnout in 25 years

Involvement:

Concept
Strategy
Copywriting
Art & Creative Direction

Agency: We Are Social

Skills: Campaign, Social Media
Client: YouTube