YouTube Gaming

Over three years as YouTube Gaming’s Social Media Manager, I developed and executed global, platform-spanning campaigns that celebrated gaming culture, amplified creators, and activated communities in real time.

From milestone moments like Minecraft’s 1 trillion views and Elden Ring’s record-breaking launch, to culturally resonant activations such as Hispanic Heritage Month’s Gaming Lotería and Pride creator spotlights, my work combined data-driven insight with creative execution to spark conversation and drive engagement.

I led major event coverage for initiatives like YouTube: Game On and TimTheTatman’s Tailgate, built social-first infographics and trend-reactive content, and delivered viral hits, including an Animal Crossing activation that became YouTube Gaming’s second-highest performing post of 2023.

The result: creative content that not only resonated with gamers but elevated YouTube’s role as a central hub for gaming culture.

Minecraft Trillions Campaign –
Million Millions

Insights
Trended as high as #42 in the US within hours of release.

With 182K views, Million Millions was the best performing organic upload to the official YouTube channel in 2021.

As part of the celebration campaign honoring Minecraft content reaching 1 trillion views on YouTube

I created the concept of commissioning Minecraft creators to share the story of their first video to hit 1 million views. This angle gave a personal connection to the milestone while also illustrating how the achievement was made possible by the collective efforts and passion of the Minecraft community on YouTube.

YouTube: Game On

This event centered around creating an interactive live-streaming experience where viewers could dictate the outcomes in multiple segments featuring various Game IPs (Among Us, Minecraft,
Fall Guys, etc.).

My team led on generating excitement for the event by deploying several creative tactics that sought to bring the experience to audiences across Twitter, Instagram, and YouTube. Our social campaign revolved around creating awareness before the event, activating involved influencers/creators, and nourishing the social conversation during the event through real-time community management.

Full Event Stream

Elden Ring Launch Infographic

Insights
1M+ impressions on root post
15.3K total engagements

Elden Ring had one of the largest game launches in YouTube history, accruing 3.4 billion video views in just 60 days. My role in this social-first moment was to dissect this phenomenon in tandem with YouTube’s Culture & Trends team in a way that would be digestible and interesting for gamers, while having standout metrics that would be appealing for press coverage. I worked closely with our internal design team to create the displayed infographic, shown to the right.

Hispanic Heritage Month – Gaming Lotería

I took great pride in creating this activation as it paid direct homage to my Mexican heritage. The idea was to take the classic game of Lotería that I grew up playing and add a contemporary gaming tie-in by swapping in characters from popular titles for each card.

I worked closely with the illustrators on my team to depict the likeness of these characters that spanned various genres and gaming platforms. Ultimately, the activation was well-received and praised for how it celebrated Hispanic culture and gamers authentically.

Notable fan responses ranged from reliving childhood nostalgia to being won over to switch to YouTube for streaming after seeing the post:

@KookieGee23: I’m sold on YouTube after this 😍 need these as a new set for Loteria 🔥👏🏽

@BigSerg187: Bro this brings me back to my childhood

@TwitchCapitano: Bought to switch over to YouTube after this post lol

Notable Creator Activations

TimTheTatman’s Tailgate – On-Site Capture
This in-person fan meetup & esports event was used to create bespoke content that would resonate with TimTheTatman’s fandom. The overarching goal was to drive traffic to the YouTube Gaming sponsored Fornite event taking place at the venue. I worked closely with our videographer to direct talent for scripted segments and also conducted several on-the-fly interviews with other influencers and creators in attendance. These interviews were then edited together to deploy as SFV content on our Twitter.

2022 Pride Celebration
In my efforts to move the needle in a positive direction and work towards the gaming space being an inclusive community for all, we planned a series of spotlights during Pride Month, creating custom holographic cards and sizzles for LGBTQ+ identifying gaming creators.

Reacting to Trends & Viral Moments

Animal Crossing: New Horizons 3rd Anniversary
One of my main priorities while working for YouTube has been to organically weave the product, gaming creators, into trending moments to maximize engagement and reach. For this activation, we transformed creator pets into Animal Crossing villagers, illustrated in the game’s signature art style. The campaign became the second highest-performing post of 2023 at the time of publishing and was organically featured in an article by Essentially Sports

Viral Moments
The Legend of Zelda “Which one has to go?” post trended at #11 globally, while a similar approach featuring online MMO games reached #7 in the U.S. at the time of posting. The Sandwich meme gave gamers a platform to share their takes on the best games that checked all the boxes, trending at #4 globally on X (Formerly Twitter).