YouTube breaks Shorts campaign
YouTube has begun a new marketing campaign to introduce its YouTube Shorts service in Canada. The initiative features various Canadian content makers who promote the service as a way to produce and consumer short-form video content. The campaign, developed by Mint, includes online personalities WondaGurl, Charlotte Cardin, Janet Rose, Bizzy Boom, Lexson Millington and Liam Wilkins. The executions depict these personalities using a smartphone and the YouTube mobile applicaion to create short videos. The first phase of the campaign consists of social media advertising on Facebook, Instagram, Twitter, Snapchat and YouTube, as well as digital out-of-home ads nationally. This phase will run until December.
“The intention of this campaign is to capture the creativity that short-form video creators have,” said Kim Tarlo, executive creative director at Mint. “They can create match cuts on their phone. They create a new dance challenge almost daily. They use music in ways no other generation before has. We brought Canadian creators across music, gaming, dance and fashion to highlight the continuous remix and flow of content creation on Shorts, as people take originals and make them their own.”