YouTUBE SHORTS: #IAMYOURMOTHER

Meghan Trainor wanted to mark the start of her next musical chapter with a campaign on YouTube Shorts. We needed to get the word out through DOOH, Social, and on-platform advertising while keeping in the spirit of Meghan Trainor (the brand). So - the #IAmYourMother campaign was born for music fans everywhere and broadcast globally on YouTube Shorts.

This coincided with lead-up creative in OOH, on-platform, and social.

First, we had Trainor drop an exclusive preview of her forthcoming single, “Mother” on YouTube Shorts — capturing her dancing and lip syncing along to the catchy lyrics alongside husband Daryl Sabara and BFF/social media star Chris Olsen.

We launched teaser creative throughout major cities and on-platform only with the directive to “LISTEN TO MOTHER MARCH 1”, with the “M” and the “T” embellished to allude to Meghan Trainor.

We filmed an overnight teaser with a gloved hand signing the word “M-O-T-H-E-R” with a sample of the song crackling in the background.

Then, she dropped a dance video with Brookie & Jessie, crossover TikTok Stars known for their smooth and fun choreography. Leading up to the launch of “Mother”, Meghan posted several more Shorts that teased at the new song through herself as an expecting Mother.

The trend soon took hold.

Finally, Mother was launched exclusively on YouTube Shorts and in concert with on-platform, social, and DOOH, boosting engagement on the platform exponentially.