YouTube Shorts was the newest addition to YouTube's platform where people could watch, create and share short videos. In a very competitive market, full of players who are redefining entertainment consumption, we had the challenge of standing out of the crowd while highlighting YouTube's brand DNA. Our main goal was to introduce YouTube Shorts and show people a different side of the master brand: funnier and more accessible to creators and general audience. While we focused on reach and frequency to announce the news, we decided to use entertainment as a way to engage and change people's perception of the platform, inviting them to spend more time watching and creating content.

The logical way would have been to use YouTube's biggest hits and encourage people to reproduce some dance moves in one more internet challenge. Of course we wanted more! So we created the Dubshorts Battle, a competition that redefined dubbing and encouraged creators with a more democratic approach. To make it big and impact culture, we invested all of our forces on having high quality entertainment, starting with a new song from scratch with Pabllo Vittar and Rennan da Penha, some of the biggest music stars in Brazil. To inspire, we co-created a stunning music video, with an organic brand placement, that fastly became an internet sensation. With the song and the inspiration, we invited people to join the battle on YouTube Shorts, giving fans the chance to connect with their idols through our own YouTube show, featuring some of the biggest Brazilian creators reacting to their videos.

We took the direction of creating original entertainment to establish a closer relationship with our target audience, the Brazilian Gen Z,. We wanted to bring something new to the table, more democratic, pop and most importantly, something that would help us build a new kind of perception around YouTube. The platform was a pioneer in online entertainment and we wanted to reclaim this position doing something it does really well: impacting culture. So we went against logic and designed a new cultural moment, combining YouTube's two core strengths, music and music videos, with a new approach to some formats the internet loves: dubbing and reacting to videos. To support the initiatives, we mapped all the most relevant touchpoints for the Gen Z audience, including, the artists, creators, TV shows, brazilian entertainment awards and OOH in strategic locations like shopping malls and subway stations.

We've explored different mediums, but social media and influencer marketing were the main efforts. Apart from the whole Google Display Network, we've established a strong presence on YouTube itself with high impact formats and also on different social platforms with the help of our campaign stars, Pabllo and Rennan, and creators and influencers from a variety of themes and topics. The campaign was also explored on some of the most important TV shows for the target, exclusive activations in shopping malls of 06 Brazilian major cities, OOH, and we even sponsored some of the most important entertainment awards in Brazil: "Prêmio Multishow" and "MTV Miaw".

The campaign reached 41M youngsters, 95% of the target audience, with almost 1B of impact and more than 20M engagements, with rates 300% higher than our benchmarks and with a 10 points lift in our brand studies.