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Each YouTube “account” is a channel… and while YouTube has engaged in prior promotions they have recently dropped some big bucks to draw attention to two of it’s most popular “mega” stars — Tyler Oakley and Lilly Singh — together they have about 14 million subscribers. It was reported by NewMediaRockStars.com that the campaign will feature, “commercials, billboards, bus ads, magazine print pieces and more.”

An illuminated Billboard featuring Tyler Oakley.

Singh whose channel features her original character oriented comedy, plus celebrity interviews and more… uses the tagline, “Give Life Character” while Oakley’s uses, “Dare To BE You.” You can reportage on these efforts here, here and here.

I find the campaign interesting on many levels. First it gives two of its’ most unique and talented stars a real spotlight. It also helps spike demand for two channels that are in high demand; if you will a test to see how much farther they can grow in popularity.

I think this effort  helps attract new YouTubers.. by letting any would be creator know how far YouTube will go to support their stars. It also rewards the fans of these two channels… when they see YouTubers they really appreciate getting the mega star treatment it has to make the fans feel rewarded for their fandom.

Even for me, i’ve been talking about Oakley on FIR for years… but I wonder if “anyone” really knows who is is. After this campaign I’d think a lot more people will have taken notice. It’s also worth noting that YouTube is on a global expansion and highlighting a star like Singh has to help as they try to expand in South Asia (for example).

About Harry Hawk

Harry Hawk is a marketing consultant focused on cross channel attribution, paid social, community building and content strategy. As an Adj. Prof (CUNY + SWCCD) he has a focus in Hospitality, Business, eCommerce & Event Management/Planning.

Harry has a diverse range of clients in Robotics, Logistics and Baking. Harry has worked with many companies including HubSpot Labs, Momentum Machines, Phillip Morris, Paramount Home Pictures, NY Water Taxi, and many other startups.