YouTube faces tough competition in Taiwan from other social networks like Facebook and Instagram. Advertisers are increasingly favouring social networks for their video campaigns, and social influencers tend to invest more time and effort in these platforms, sometimes relegating YouTube to a secondary choice. Viewers have noted a perceived lack of content variety on YouTube in Taiwan.
The objective is to assist local creators in their growth and success on YouTube, contributing to the creation of more diverse and high-quality content for audiences. The platform's stickiness is fueled by endemic creators and their dedicated followings. Despite being popular within their niche, these creators remain relatively unknown to the larger YouTube audience.
During graduation season, we took a unique approach by engaging four creators to offer blessings to their graduating friends. Google Analytics revealed that Taiwanese individuals have a tendency to offer blessings during graduation and seek ideas for doing so. Instead of creating a conventional summary video, we orchestrated a movement specific to graduation: having the creators sing creative blessings while adopting a bouquet as the main visual device, symbolizing graduation. The creators shared their messages, nominated others, and passed the symbolic bouquet out of the screen to encourage the graduates. The impact on subscriptions and participation surpassed our expectations, resulting in an overall increase in viewership for all four creators and even extending to some of their friends.
THE CREATORS CONTENT
Gino tagged a creator with many higher followers, which resulted in a response video.
A RESPONSE FROM THE NOMINATED CREATOR
聖結石Saint
THIS BECAME A FORMAT FOR SUBSEQUENT CAMPAIGNS TO FOLLOW
Subsequent campaign based on the theme of Summer for TW.
Executive Creative Director: Vinod Savio
Copywriter: Valerie Wee
Senior Creative Lead: Jaz Loh
Concept & Ideation: Jaz Loh, Valerie Wee
Producer: Sean Thambiah
Strategic Planning: Anirudh Chohan
Editior, Animator: Mujib
Agency: Toaster Ltd.
Copywriter: Valerie Wee
Senior Creative Lead: Jaz Loh
Concept & Ideation: Jaz Loh, Valerie Wee
Producer: Sean Thambiah
Strategic Planning: Anirudh Chohan
Editior, Animator: Mujib
Agency: Toaster Ltd.
