With consumers trusting creator content on YouTube, several top ads used creators to get their messages across. Axe‘s “The Haters Upset: AXE vs Tom Ford” showed athletes doing a smell test of Axe against designer perfume. On YouTube alone, the ad earned more than 760,000 views in two months. Meanwhile, Lululemon’s latest campaign features popular YouTube creator Casey Neistat.

Additionally, Shorts such as McDonald’s look into the history of the Chicken McNugget—an ad that received more than 200,000 likes—and Pizza Hut‘s look at how to authentically eat pizza helped foster authenticity and brand loyalty.

So brands might do well to take YouTube’s findings as a solid pizza advice.

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