YouTube recently decided to feature Tyler Oakley and Lilly Singh (aka IISuperwomanII) as the faces of its next round of promotional advertisements. But in addition to the typical formats of TV, print, and billboard ads, YouTube turned to an alternative, digital-native greeting card service with a Victorian and retro-American flair to help out in the promotion of Oakley and Singh. Yes, Oakley and Singh have their own Someecards.
Founded in 2006, Someecards focuses on delivering humorous e-cards to a social and tech-savvy crowd. For the YouTube initiative, a Someecards rep said in an email to Tubefilter the e-card company worked closely with its in-house team to create cards that captured the spirit and character of both Oakley and Singh. For example, one digital greeting has a picture of the ever-polite and cheerful Oakley with his eyes closed and a cheesy grin on his face next to the words, “Sometimes I wish I could just close my eyes and make you agree with me.”
The greetings were created with shareability in mind, which has worked out well for a few of the cards in particular. One digital e-card featuring Singh garnered over 37,000 shares, while another featuring the 27-year-old Canadian vlogger pulled in 33,000 shares. All together, the Oakley and Singh e-cards have more than 106,000 combined shares.
“It was really fun to write card lines for positive personalities like Tyler and Lilly,” said Dan Wilbur, Ecards Editor at Someecards. “They’re extremely funny without being mean, which is refreshing. And now any time something annoys us in the office we say ‘story of my life!'”
You can check out all of the Oakley and Singh e-cards here. Someecards boasts more than 9 million unique visitors a month and over 100 million total monthly impressions across the brand’s website and social media followings.