Objective

In 2024, YouTube set out to redefine brand storytelling on-platform by celebrating the incredible diversity of its communities. Across 46 countries, we sought to honor 50 unique communities—from Rubik's Cubers and Yogis to DJs, BookTubers, and beyond—through a series of "Yoodles," custom-designed transformations of the YouTube logo. The goal was to showcase the vibrant creators who make YouTube extraordinary, fostering a deeper connection with fans and amplifying cultural celebrations. Yoodles were created as a dynamic way to spotlight these communities, inspire conversation, and reinforce YouTube’s commitment to its creators.

Strategy

To bring this vision to life, we leveraged platform data to discover both niche and thriving communities, then collaborated with 50 external artists across 24 countries to craft custom Yoodle designs. Each Yoodle was paired with a curated community playlist, featuring a celebratory video that showcased the work of over 400 creators from around the globe. These playlists and videos highlighted diverse groups like Miniature Builders, Drag Queens, LEGO Animators, Musica Mexicana artists, Indie Animators, and Analog Horror storytellers, to name a few.

The Yoodle celebration extended far beyond YouTube itself. In addition to the on-platform videos and playlists, we amplified the initiative through:

• Social media campaigns
• Out-of-home activations such as billboards in Times Square and Hollywood
• Media coverage in high-profile outlets like Forbes and Elle
• Reddit and Twitter crowdsourcing to engage communities
• Creator gifting and in-real-life (IRL) Creator Collective events

By incorporating hidden Easter eggs, shorts, reels, and interactive moments, every touchpoint was designed to deepen the conversation and create a stronger bond between YouTube, creators, and their fans.

Results

The results of the Yoodle initiative were nothing short of spectacular. In 2024:

• YouTube’s Yoodle community celebrations helped grow the platform’s channel to 42 million subscribers, with over 85 million views and nearly 1 million hours of watchtime.
• The campaign generated an impressive 8 billion impressions, solidifying YouTube’s position as a hub for creative expression.
• 420 localized playlists sparked significant engagement, with comments such as, “AT LAST CUBING GETTING THE ATTENTION IT DESERVES!!” and “Watching this makes me super motivated to pick up animation.”
• Through a combination of digital engagement and real-world activations, YouTube created a platform for cultural celebration and amplified the voices of creators globally.

Yoodles have become the pinnacle of YouTube’s creative brand storytelling—celebrating the creators who inspire, connect, and make YouTube a thriving community.

Media