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Type: 360 Campaign
Service: Campaign Strategy, Creative Direction, Creative Production, Design Identity

Reaching YouTube’s Next Generation of Women Creators

Following the success of our ongoing work across #YouTubeBlack, and our expertise in challenging underrepresentation, YouTube sought out Futurimpose to form and establish a master direction for their women-centric platforms, and deliver a UK campaign across multiple touch-points that not only celebrates the women already creating on YouTube, but also shows prospective creators that YouTube is the most fulfilling platform to be on.

'For me, YouTube is where I can express every side of myself.'
- @UnderratedHijabi

In a landscape where so often women are represented through the lens of tired tropes and reactive ‘empowerment’ messaging, we needed a campaign for Women of YouTube that would celebrate creators for who they are, not what they represent.

Unlike other leading social platforms, YouTube’s long and short-form nature means that women creators have the space and creative freedom to showcase every side of who they are. Through extensive landscape analysis and focus group research, Futurimpose crafted ‘My Every Self’, a campaign dedicated to platforming the multidimensionality of women on YouTube.

Spotlighting three YouTube creators making waves in their diverse spaces, Uche, Yammy and Underrated Hijabi, our campaign spanned OOH, paid ads, a redesigned Women of YouTube hub and masterclass films. By hearing directly from our creators, our campaign highlighted the real achievements and perspectives of women on YouTube, reaching and inspiring the next generation of women creators everywhere.

Our Masterclass films connect new creators to successful role models so they can take their YouTube journeys to the next level.

Creating Unity and Building Brand Equity Across EMEA Markets 

Moving away from a corporate sterile design, our design toolkit evolved through ongoing focus groups and creative research to take an expressive, human approach. We crafted a minimalist foundation that centres and highlights the personality, diversity, and individuality of women on YouTube. 

Following the success of our ongoing work across #YouTubeBlack, and our expertise in challenging underrepresentation, YouTube sought out Futurimpose to form and establish a master direction for their women-centric platforms, and deliver a UK campaign across multiple touch-points that not only celebrates the women already creating on YouTube, but also shows prospective creators that YouTube is the most fulfilling platform to be on.

'For me, YouTube is where I can express every side of myself.'
- @UnderratedHijabi

In a landscape where so often women are represented through the lens of tired tropes and reactive ‘empowerment’ messaging, we needed a campaign for Women of YouTube that would celebrate creators for who they are, not what they represent.

Unlike other leading social platforms, YouTube’s long and short-form nature means that women creators have the space and creative freedom to showcase every side of who they are. Through extensive landscape analysis and focus group research, Futurimpose crafted ‘My Every Self’, a campaign dedicated to platforming the multidimensionality of women on YouTube.

Spotlighting three YouTube creators making waves in their diverse spaces, Uche, Yammy and Underrated Hijabi, our campaign spanned OOH, paid ads, a redesigned Women of YouTube hub and masterclass films. By hearing directly from our creators, our campaign highlighted the real achievements and perspectives of women on YouTube, reaching and inspiring the next generation of women creators everywhere.

Our Masterclass films connect new creators to successful role models so they can take their YouTube journeys to the next level.

Creating Unity and Building Brand Equity Across EMEA Markets 

Moving away from a corporate sterile design, our design toolkit evolved through ongoing focus groups and creative research to take an expressive, human approach. We crafted a minimalist foundation that centres and highlights the personality, diversity, and individuality of women on YouTube.