YouTube Rewind celebrates the very best from the past year on YouTube, combining the platform's biggest trends, memes, music, videos and stars into one video. The 2014 installment was the most ambitious to date, featuring an unprecedented ensemble of more than 120 YouTube creators, viral sensations and traditional celebrity talent. For the first time, PewdiePie, Bethany Mota, Smosh and Co. shared the stage with the likes of Stephen Colbert, Conan O’Brien, John Oliver and Big Bird. The film was shot across four continents and showcases everything that makes YouTube a one-of-a-kind destination for its billions of users around the world.

We drove Rewind excitement and video views through social, digital media, CRM, and press. On social, YouTube’s biggest creators took over our Twitter account (50M followers) to tease exclusive clips and release the video to fans worldwide. The digital media campaign included YouTube mobile mastheads, TrueView InSearch, and a Spider Dog and Ice Bucket Challenge animated YouTube logo across the entire site.

To be accessible for millions of fans globally as well as locally relevant, we created 71 country-specific YouTube channels, each featuring the global Rewind video, and the country’s top 10 music videos and top 10 viral videos.

#YouTubeRewind became the #1 trending Twitter topic globally before the video was even released. After launching, #YouTubeRewind trended for hours on Twitter, Tumblr, Reddit, and Facebook, simultaneously achieving 2 global trends. YouTube creators’ fan bases were ecstatic to see so many creators featured (123 YouTube creators total from 12 countries), rallying around their local stars’ cameos. On launch day, we received 4+ billion estimated Twitter impressions and buzz volume was 2.89x last year at 177,080 mentions. Compared to 2013, positive sentiment doubled on Twitter, making it the most positively perceived YouTube campaign to-date. The video currently has 88M views.