Emirates Airlines show the power of YouTube influencers over celebrity partnerships. In 2015, Emirates spent $5 million on a series of six humorous adverts for YouTube with Jennifer Anniston.
In 2016, they gifted YouTube creator Casey Neistat free premiere status on the airline, with no condition of posting on social media about his experience. Casey made two YouTube videos - one of which became the 9th most popular (non-music) YouTube video of 2016 with 57 million organic views.
Casey's YouTube videos totalled over 73 million views and made Emirates the airline people aspire to fly.
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