To celebrate Minecraft content surpassing 1 trillion views on YouTube—a first for any game—we launched a global campaign honoring the creators and community who built this cultural milestone.

At its core was the #MinecraftMuseum, a digital exhibition on @YouTube’s Instagram featuring 12 carousel posts and 59+ original pieces created with 20 of the platform’s top Minecraft creators. Each post was a love letter to the fandom that made the trillion possible.

The campaign kicked off with a custom animated video—set to We Built This City—starring creators as their in-game avatars. It debuted as the #1 trending video on YouTube and Twitter, drove a 13% spike in Minecraft viewership, and generated hundreds of millions in earned media impressions worldwide.

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Role: Director of Brand Social, YouTube

Client: YouTube