When global pop icon LISA of BLACKPINK released her hit single "New Woman," YouTube set out to supercharge awareness and engagement for Shorts by tapping into one of the most passionate fandoms in music. The goal? Leverage excitement around Lisa’s new release to attract her fans to YouTube, inspiring them to create their own Shorts and immerse themselves in her world. We aimed to drive positive sentiment and interaction within the Lisa fandom (Blinks/Lilies) by showing up authentically—positioning YouTube as a true LISA stan. We sought to increase engagement via likes and replies, ignite user-generated content through the #NewWomanChallenge, and strengthen our artist partnerships through meaningful real-time interactions.
A K-pop song release isn’t just a moment—it’s a cultural event. The launch of "New Woman" triggered a tidal wave of fan theories, debates, and hype. To ride this wave, YouTube needed to do more than just participate; we had to embed ourselves within the LISA fandom, understand their language, and become part of their passionate dialogue.
Lisa’s fanbase, known as Lilies, are a vibrant and deeply engaged global community. They don’t just support Lisa—they live through her. They dance like her, dress like her, and celebrate every milestone as if it were their own. To truly resonate with them, we had to mirror Lisa’s energy, confidence, and relatability—blurring the line between idol and admirer.
Our strategy: "I am Lisa, and Lisa is me." We positioned YouTube as a platform where fans could step into Lisa’s world, inviting them to create, engage, and be seen. The #NewWomanChallenge on YouTube Shorts became the perfect vehicle to fuel this fandom-driven participation. We didn’t just launch a challenge—we became active members of the conversation, leaving fun, hyper-relevant comments in influencer discussions and artist-label posts to establish YouTube as the ultimate Lisa stan.
Beyond just participation, we led the charge. We secured top-comment placement on the "New Woman" music video, sparking conversation and making YouTube’s engagement impossible to miss. We engaged with 20 key influencers to amplify the challenge and personally responded to 291 fan-created #NewWomanChallenge Shorts, reinforcing YouTube’s role in fueling cultural moments. Despite the fast-moving nature of fandom trends, we remained agile, adapting in real time to sustain excitement and deepen fan engagement.
The campaign was a resounding success, generating 392K+ positive engagements (PEs) and 362K+ on-platform PEs. Our dedicated engagement led to 350 live interactions across YouTube, X, and Instagram, with 290+ fan-created Shorts receiving direct responses from YouTube. We secured top-comment placement on 24 posts from LISA, the label, and key influencers, including the "New Woman" music video, which alone garnered 182K PEs. Fans took notice, with many expressing delight at YouTube’s presence in the fandom—commenting, "OMG, YouTube is a LISA stan like me? I'm obsessed."
By seamlessly integrating into the LISA fan community, YouTube not only enhanced Shorts awareness but also strengthened its position as a platform that truly understands and champions artist-fan engagement. More than just a campaign, we created a shared experience—one where fans didn’t just admire Lisa, they got to step into her world, making YouTube the ultimate destination for the next wave of K-pop engagement.
