Turning top creators into loyal partners
YouTube Top Creator Summit
AGENCY: MAS CLIENT: YOUTUBE ROLE: CREATIVE STRATEGY & COPYWRITING
The Challenge
With multiple platforms competing for creator loyalty and NYC's inherent distractions, YouTube needed a Creator Summit that would captivate attention, foster authentic community, and reinforce their platform as top creators' primary home.
The Spark
I translated YouTube's values into a Brooklyn neighborhood concept that felt both familiar and exciting for top creators. By leaning into NYC's cultural energy and focusing on co-creation, we developed a strategy where personalized moments and genuine understanding would create resonant connections.
The Work
We crafted an immersive neighborhood experience through strategic moments of delight.
Our "Creator Heights" thematic inspired my programming ideas and copywriting that transformed standard networking and content into organic community building.
From branded environmental design to thoughtfully crafted activities, we built a cohesive world that reflected the YouTube community's diversity and creativity. Every touchpoint was designed to feel authentic, intentional, and distinctly YouTube.
A thoughtful, connection-driven journey
From candid fireside chats with YouTube executives to mindful wellness sessions on the rooftop, every space was designed to flow seamlessly between purpose-driven dialogue and rejuvenating downtime.
Creators moved through carefully designed environments that encouraged both structured programming and spontaneous interactions. The journey balanced professional development opportunities with playful experiences that reinforced community bonds.
Transforming IRL magic into platform loyalty
From personalized mirror notes to puppy play dates, custom merch shops, and bespoke gifting—these unexpected touches transformed the experience.
Creators left with more than artisan-crafted merch—they gained renewed creative energy, stronger platform relationships, and deeper YouTube community connection. This experience didn't just build brand sentiment—it turned top creators into loyal partners.
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A peak at my past Creator Summit work….
I also brought to life YouTube Creator Summit in 2022 at The Parker in Palm Springs. From user journey, bespoke programming, inventive scavenger hunt, to strategizing a never-been-done before two-way magic mirror YouTube Shorts social activation—I creatively delighted and cultivated loyalty between YouTube and their top creators.
Below are some 2022 summit highlights:
