YouTube Rewind 2018 was the most disliked video on YouTube and the social response was “cringey.” In 2019, they needed a new approach to excite fans and one that could scale globally.
We recognized last year’s misstep in a lo-fi, no fanfare fashion by combining the data to establish ground rules.
Our first post had to:
Nod to the past: acknowledge last year’s Rewind failure
Not 2018: Indicate this year is different from the jump
Self-aware: reflect this tone throughout 2019
Lo-fi: 2019’s Rewind video is lo-fi and so should the social media approach
Generate excitement. (Period)
The social tease phase strategy over-performed during its 2-day period, driving unprecedented excitement and positive sentiment for 2019’s Rewind ahead of its launch.
The @YouTube’s #RewindIsComing meme is #3 most-liked brand post (141.1K) of 2019.
Mention volume from the two tease days was higher than the combined 30-day totals from 2017 and 2018 teases.