The “YouTube Creator Collaboration Award” recognizes video ads that
deliver strong marketing impact based on a collaboration
between creators who post videos on YouTube and brands.
Mikakuto Co.,Ltd 35th Anniversary “Osatsu-Doki” YouTube / TV Ad Linked Campaign
Product shipment rate Approx. 200%
Suntory Spirits Ltd. I started drinking Green 1/2
Number of complete views 19.7%
Dyson Limited Dyson Corrale™ Curling Iron YouTube Creator Tie-Up Campaign
TrueView Discovery Conversions from site visitors +193%
NISSIN FOOD PRODUCTS CO., LTD. Curry Meshi Summer Curry Meshi x Holo Live Collaboration Video
During collaborative TV ad delivery Twitter world trend 1st place
SOLO FRESH COFFEE SYSTEM Co.,Ltd. Nordic, Lifestyle Tool Store “Self-Talk Apron” x UCC “Drip Pod”
Purchase intent 50%
Japan Racing Association Matsudaira Ken “Matsuken Arima 66” MV
Number of LP site visitors Over 1.28 million people
The “YouTube Creator Collaboration Award” winning goes to…
“NISSIN FOOD PRODUCTS CO., LTD. Curry Meshi Summer Curry Meshi x Holo Live Collaboration Video”!
In recent years, Nissin has been promoting collaborative campaigns with subculture.
In this project,
it collaborated with Holo Live,
a VTuber affiliate that
has over 50 million YouTube subscribers,
to gain social media shares
among young people and increase product adoption.
A 60-second collaborative ad was shown in the ad spot of popular TV shows.
At the same time, viewers could watch live on YouTube.
By streaming a YouTube video ad directly on terrestrial TV,
Nissin aimed to deliver an impactful video
and capture the passion of fans who would be excited to see
a regular Holo Live Talent video on terrestrial TV.
When the collaborative ad was broadcast, the hashtag “#Curry Meshi Summer”
achieved first place in the world trends on Twitter.
The collaborative ad was viewed 1.7 million times on YouTube,
and simultaneous connections to the watch live broadcasts
reached about 50,000, achieving the KPIs.
YouTube is not a place for companies and advertisers.
Creators make videos and everyone comes to watch them,
but it is also not a place for creators.
In the end, it is a place where media power
is created by the people who come to the site to watch videos.
When you do a Creator Collaboration,
if you ask what makes a good collaboration,
I think a video is good if the company and creator collaborate
to take the viewer to places they have never been to before.
And I think this Curry Meshi ad really hit it out of the park
in an extremely beautiful way.
What I thought was amazing is that
there were over 50,000 views for the live video,
and I think that having a person who moves in real time
is a really strong attraction.
So I expected this ad collaboration with
Holo Live and Curry Meshi to do well
but even within that,
they used music and repeated the same thing
to make people think there was more
to see and keep watching.
I thought this type of format was really new.
NISSIN FOOD PRODUCTS CO., LTD. Curry Meshi Summer Curry Meshi x Holo Live Collaboration Video