YouTube FanFest logo lockup for various FanFest in different cities (Mumbai, Manila, Bangkok, Vietnam, Taiwan, Hong Kong, Jakarta, Tokyo) as well as smaller scale FanFests (showcase)

Key Visual for YouTube FanFest

OOH Billboard for YouTube FanFest Hong Kong (2018)

Managing the FanFest accounts across the various social channels and engaging our fans with activations such as #YTFF Instagram Stories takeovers, liveshow countdowns as well as BTS updates pre-show and on the day of show.

Snippets from the YouTube FanFest Brand Book

Social activation to announce the #YTFFLineUp. Identified quirks and key identifying factors of the creators to engage fans to guess who will be coming to the FanFest in their city. A contest was held on Twitter that encouraged fans to send in their guesses to win a pair of FanFest tickets. It was so widely received we even trended worldwide!

Photography during the FanFest show

Worked with an external production house to produce a video series #YTFFInsider - a post-event hype reel of all things behind-the-scenes and highlights from the show

#YTFFCityStories was developed as a video content series aimed at connecting international creators with local creators and allowing our fans to discover new creators to subscribe to. For one day prior to the live show, 1-2 local creators would take an international creator on a day out and try new activities/food/experiences unique to the FanFest city.

YouTube FanFest

YouTube FanFest is an event by YouTube that brings YouTube's biggest creators and fans from screens to live stages all over the world.  

During my 3 year stint at Google, I was led the founding social team for YouTube FanFest to produce social content and develop the branding for FanFest. My scope of work included planning the social calendar and managing the social channels (Instagram, Twitter, Facebook and YouTube), designing assets across the project as well as conceptualising new content series/social activations to engage our fans/followers (and tailoring the platforms/ideas to the different markets). 

During this period, the FanFest social channels saw immense growth. Our followers on Instagram grew 180% to 230K as more fans discovered the FanFest platform, with engagement increasing an average of 1.8x across the various markets. We even trended globally on Twitter during our #YTFFLineUp social activation in Manila 2018. Within the first three months of working on this project, we passed a million subscribers on YouTube (and got our YouTube play button, which was a very meta moment) and our subscriber count grew more 3x to 3.3M.