YouTube x Shorts

I work at YouTube’s Creative Studio on the Shorts product. Our campaigns focus on driving user engagement & growth via music, creator, & gaming partnerships.

Artist Feature: Billie Eilish - Hit Me Hard and Soft

We launched our Breakthrough Moment campaign with Billie Eilish, anchored on her lead single “LUNCH” off her new album HIT ME HARD AND SOFT. The #LUNCHbyBillieEilish campaign followed a multi-phase roll out designed to build anticipation, engage fans and drive creations at each phase: 

• Phase 1 (Tease): Billie had plans to tease the audio ahead of release, alongside her Barclay’s Fan Event announcement. The day prior we leveraged that moment to launch a “Mirror” trend with an Exclusive Preview, which became the most successful Preview campaign to date (12K creations in 10 days). 

• Phase 2 (Engage):  We activated a Shorts creation booth at the album release event at Barclays Center and invited Shorts creators to scale the “Mirror” trend, while Billie doubled down on the mirror trend using the booth on site.

• Phase 3 (Launch): At the release of the album/music video, we orchestrated a Dance trend, alongside a creator-led PMV remix trend, ahead of Billie joining herself later this week.