DEAR CLASS OF 2020 SHATTERS YOUTUBE RECORDS
YouTube Originals
Live Online Event
Dear Class of 2020
Client/Network: YouTube Originals
Role: Executive Producer, Creative Director & Director
Production Company: Done and Dusted
Awards:
- Daytime Emmy Award Winner
- Shorty Awards: Winner in Live Events
- Streamy Nominee
- Webby Awards: Nominee in Events & Live Streams
Dear Class of 2020 was developed by the YouTube Originals’ Learning and Impact team in April of 2020, shortly after the threat of Covid-19 and stay-at-home orders across the nation dramatically altered the scope of public life.
We conceived and produced the show as a virtual commencement to bring together inspirational leaders, celebrities, and YouTube creators to celebrate graduates, their families, and their communities, who would otherwise lose their opportunities to celebrate the tremendous milestone of graduation.
The live stream had an all-star line-up including President Barack Obama, Michelle Obama, Beyoncé Knowles-Carter, BTS, Chloe x Halle, Lizzo, Maluma, Former Secretary of Defence Robert M. Gates, Katy Perry, Google CEO Sundar Pichai, Former Secretary of State Condoleezza Rice, Dude Perfect, Emma Chamberlain, John Green, NikkieTutorials, Mark Robert and many more! This event became YouTube’s most-viewed originals live event - drawing more than 665,000 peak concurrent viewers and garnering over 17 million views one day post-launch and 34 million total views after three days across all videos.
The show also included user-generated content from graduating students whom we invited to participate by uploading their own video through a “Dear Class of 2020” microsite, and a graduation speech written and delivered by 25 students from around the country. The after-party, in collaboration with YouTube Music, featured headliners BTS, CNCO and Megan Thee Stallion.
“A a once-in-a-lifetime moment under once-in-a-lifetime circumstances, you gave the students of the Class of 2020 a graduation they will remember… because of your participation and encouragement, these graduates have a brighter future knowing that millions of people all across the country are cheering them on.”
— Barack and Michelle Obama
THE ROLLOUT
The result was an entertaining blend of hope, inspiration, wisdom, and fun, fed live to viewers in a nearly 5-hour stream and over 50 videos of ancillary content. In less than 48 hours, Dear Class of 2020 became YouTube Originals' most successful program ever with over 17M views within 24 hours and 28M+ views within 48 hours. At its peak, the event had over 655,000 concurrent viewers and hit the Youtube trending tab in 89 countries, taking the #1 spot in 15 countries, with 9 ancillary videos trending.
The NY Times also released an additional artistic rendition piece on June 10 that combined words from the talent with illustrative expressions that reminded grads what to reflect on, act on and remember as we move forward through these uncertain times.
#DearClassOf2020 was mentioned 3M times across social channels on June 7th, making it the most talked about YTO launch ever, with sentiment overwhelmingly positive as grads expressed excitement at seeing their favorite people come together to honor them. #DearClassOf2020 was the #1 Twitter trend in the world for four straight hours. At the closing minutes of the program, 11 of the top 30 trending US topics on Twitter were related to #DearClassOf2020.
In partnership with Michelle Obama’s Reach Higher Initiative, which sponsored an hour block of the show’s programming, Youtube Originals leveraged internal philanthropic resources coupled with corporate sponsor interest to launch the ‘Dear Class of 2020 Fund.’ The $2M fund, helps thousands more minority and first-generation students earn degrees through expanded access to Beyond12’s virtual coaching services and immediate relief to 3,000+ students through Scholarship America emergency grants to keep students with high financial need in school during unexpected financial hardships like those caused by Covid-19.