the challenge

bol wanted to identify, reach, and trigger their online target audience for electronics

Being the market leader in e-commerce, bol provides products across various categories, electronics included. Despite their dominance in this market, there’s still room for growth on YouTube. This is particularly true since over 50% of online shoppers utilize videos and YouTube to enhance their informed purchase choices. It’s time for bol to be present in the creator-dominated landscape. After all, greater brand consideration translates to increased sales.

reach the right people, on the right device, with the right content

Bol and team5pm made their mark in the electronics content realm on YouTube with a unique review approach. By utilizing the power of data, we were able to create an ad campaign starring the biggest screen in our living rooms. Striking the perfect balance between information and entertainment, this video series enabled the brand to create a genuine connection with its targeted audience.

taking reviewing to a whole new level: showcasing user reviews combined with humor and not-so-scientific product tests

By producing engaging and entertaining content tailored to the right target audience, the viewers stayed hooked for a very long time!

  • An average watch time of almost 6 minutes

  • 15.000 hours of watch time per episode

  • +31% increase in brand preference among non-customers

team5pm glass logo

our solution

we created branded entertainment matching the needs of the target group


Developed a strategy which showed what kind of information the customer is looking for and what they like to watch


Utilized this audience data as a foundation and come up with a unique video series that is a mix between information and entertainment


Created a media plan which focuses on gaining as much quality attention as possible

a video strategy making the right people, with the right intent see the right video

In order to achieve that, we started off with data research. This audience research gave input on which products within the electronic domains were searched for the most, what type of content the audience loved to watch, and how they behaved within the Google ecosystem. We combined this insight with an in-depth analysis of the existing review market on YouTube. Data showed huge potential and with this research, we knew exactly which video topics we had to create.

Google ecosystem blog

the perfect mix between entertainment and help content: sterren reviews

In general, review formats are labelled as factual and informative – with less room for creativity. Our in-house creatives wanted to challenge this. The first thing people do when looking at an e-commerce platform is scan the reviews given by real people. This is exactly what the power of bol is. Being the biggest archive of real-life user experiences, we chose to create a category-like review format based on real opinions: Sterren Reviews.

being the biggest archive of real-life user experiences, we gave them a voice with a branded entertainment format

Taking the review game to a whole new level, the series uses the iconic user reviews and combines this with a good amount of humour and not-so-scientific product tests. We’ve added a relaxed atmosphere and relatable hosts who give the viewer a perfect overview of every product and category. The meme-like video edits magnified this. To make sure the content maximizes performance, we pretested the videos and thumbnails among an unaware test audience using AI technology. This way, we could make creative tweaks before the content went live.

a media plan focussing on gaining as much quality attention as possible

By targeting entertaining and captivating content to a target audience with extremely high interest (thanks to our data research) the viewers kept on watching for a very long time! Custom audiences were created based on real-life intent-based data. Only the people who showed an interest in buying specific electronics were targeted. With a budget of 48K, we’ve distributed 12 Sterren Reviews with skippable in-stream ads. This resulted in huge amounts of view rates, viewing durations, and average percentages being watched.

the results

spot-on targeting and entertaining content got us the right attention

All of this – possible through data research. Within Q4 of 2022, 12 episodes gathered over 1.9 million views, with even top rankings for some episodes. On average, viewers watched 5 minutes and 35 seconds each episode, accounting for an impressive 52% of the review’s entirety. Yes, you’ve read that correctly – this number includes viewers of the ads as well.

Average views


Benchmark: 43%

Watch time per episode


Watch time in hours

Average % viewed


Benchmark: 30 – 40%

The impact of YouTube goes beyond views, watch time or subscribers. To measure the impact on brand KPIs, a brand effect research among viewers and non-viewers showed an overall brand consideration increase of 6% and brand preference by 14%. The results among non-customers were even higher. Brand consideration by 16%, and a whopping 31% in brand preference. The data doesn’t lie.

Isaac Diepenhorst, Lead Social & Content at bol

‘i’m proud of our collaboration with team5pm. together, we’ve created the entertaining series sterren reviews that tapped into bol’s power: being the voice of the many. with great results as proof, we’ve established the online consideration of bol as the place-to-be for electronics.’

what we make

As a data-driven content group, we put your target group on #1 and create effective content that builds strong brands.


  • Online commercials

    Growing brand preference in a highly competitive market? We did it with Lucardi's mother's day campaign. Target group data combined with creativity created the ideal full-funnel social campaign.

  • Online commercials

    Creating 30% more impact with the same online media budget? Together with Volkswagen, we show how it’s done, by creating an online-first commercial. It’s time to play by the rules of the digital world.

  • Social

    Turning your online community into Prime Video subscribers? A combination of data, content creation, and smart social distribution of the Prime Original 'Van A naar Onbekend' did the trick.

  • Social

    Dominating Google, YouTube, and TikTok with #1 rankings? We did it with the 'HEMA Helps' series. Truly a cross-platform SEO triumph, boosting online visibility with data.

  • YouTube

    Together with Bol, we took product reviews to the next level. By combining help content and entertainment, 'Sterren Reviews' kept viewers hooked for six minutes straight.

  • Online commercials

    Transitioning from offline to online? Do it like Beter Bed, and create real impact with data-driven YouTube ads. Data research, spot-on targeting, a media plan, and clear follow-up studies boosted their brand preference.

  • Boosting YouTube visibility? Andrélon did it by engaging viewers with high-quality content and spot-on targeting. On top of that, they ranked in the #10 search results on Google and YouTube.

  • Online commercials

    The perks of personalized ads? Having millions of viewers watch your ad, even though they could skip it. This is what we call quality attention through YouTube ads. Find out how we did it for the Volkswagen ID.4.

  • Transavia advertises informative YouTube videos per video topic and gets a huge amount of watch time

  • Online commercials

    What do you mean, the niche group of business owners can't be reached with online video ads? We prove the opposite and show how Centraal Beheer strengthened its bond with them.

  • YouTube

    BrandMR increased their brand awareness on YouTube. How so? By mapping out the most searched questions about legal help and answering them with YouTube ads targeted at the right audience.

  • A format for GAMMA's anniversary campaign: 'The Treehouse DIY' reached their audience through a data-driven DIY approach, and won an international Webby award along with it.

  • How do you enter a new market with a streaming platform? Prime Video did it by increasing their brand awareness with YouTube ads so compelling, they created more than 2 million hours of watch time.

  • This is how De Telegraaf became the top news brand on YouTube for millennials, turning their channel into a full-fledged marketing machine that tripled revenue.

  • 91% of GAMMA’s home DIYs rank in the top 3 in Google and YouTube. By choosing exactly the right video topics, the target audience watched GAMMA’s content for hours.

  • YouTube

    We believe in the power of really knowing your audience. That is why we used intent-based content research and audience behavior analysis to reach L'OR's target group.

  • YouTube

    Canon claimed the 'photography for beginners' domain on YouTube with a thought-through strategy. The results? 50,000 organic views and #1 rankings on Google and YouTube.

  • YouTube

    People interested in buying a car watch vehicle reviews on YouTube. Together with Hyundai, we prove how long-form video content combining SEO, data analytics and smart distribution therefore pays off.

  • This is how SEO optimization created massive success in increasing views and watch time for Tuinmanieren, the YouTube channel for gardening and more.

  • YouTube

    KPN knows how to give customized wifi advice. In fact, they are claiming the wifi domain on YouTube. How? With data-driven research and a smart advertising strategy, boosting organic reach.

  • Oot Granola generated sales and subscriptions with YouTube ads, and here's what made it possible: data-driven target group research, strategic and creative content creation and campaign management.

  • Social

    With the combination of strategic content creation and a well-thought-out distribution strategy, KPN won over the hearts of gaming youngsters with the biggest gaming-channel in the Netherlands: legends of gaming.

  • Winning over Gen Zs and Millennials with original branded formats

  • KPN claims the fiber internet domain on YouTube, thanks to data. How? We created 6 optimized how-to videos, answering frequently asked questions about internet, which ranked in the top 3 on both YouTube and Google.

  • To showcase Prime Video's extensive library in an entertaining way, we created 'De Knop, Rico Routine and Koken met Roelie'. This is how simple YouTube-optimized shows turned out to be simply perfect.