YouTube Shorts | ARIA Awards

Content Campaign & Event Activation
Creative Lead
2024

5 Creator Partnerships
1.5M+ Views across Shorts
100+ UGC Moments captured at the event

As a major event partner of the 2024 ARIA Awards, YouTube set out to boost awareness and usage of YouTube Shorts within the Australian music community. The strategy was grounded in a core insight: that well-known artists and creators act as powerful catalysts for content creation on Shorts, capable of sparking widespread engagement and cultural momentum.

I led the creative ideation and execution of a multifaceted campaign designed to bring that insight to life. This included a custom-built red carpet experience optimized for content creation, and a bespoke content series 'YouTube Short & Suite' hosted by global creator Lyanna Kea (4.7M subscribers) on her YouTube channel. The series featured well-known Australian artists answering short questions in a hotel suite, ahead of attending the ARIA’s Red Carpet.

To further amplify the campaign’s footprint, we partnered with five local creators as on-the-ground Shorts ambassadors creating content of their awards day across GRWM, red carpet & show experiences. They posted this content in real-time, helping to seed trends, expand reach, and demonstrate the potential local reach of Shorts when fueled by culturally relevant voices.