the challenge

De Telegraaf was looking for ways to reach the millennial audience through YouTube

To reach this goal De Telegraaf teamed up with team5pm to develop a long-term strategy. This would focus on making De Telegraaf the number one news brand on YouTube for millennials and transforming De Telegraaf’s YouTube channel into a full-fledged marketing machine.

gaining reach, increasing brand awareness among millenials, gathering soft leads with YouTube –

an enormous growth in ad revenue

De Telegraaf discovered and proved all the market opportunities YouTube can have for your brand.

  • a total of over 600 million views
  • more than 27 million hours of Watch time
  • and a 1,700 percent growth in ad Revenue

team5pm glass logo


the strategy was divided into three phases


In the first phase de Telegraaf’s main goal was to generate more exposure by a smarter use of their existing content on YouTube. We did this by developing an optimization strategy and making a clear content selection of trending and relevant topics. We boosted the reach without making extra costs and maximizing ad revenue. On top of that the editorial department was given a YouTube training.

the results

  • Over 240 million views
  • 470% percent Increase in ad revenue


In the second phase, the goal was to create a loyal fan base among a millennial audience and convert them to De Telegraaf’s owned platforms. That’s why we created original YouTube content on relevant news subjects and selected a team of young presenters.

We maximized the use of YouTube features to convert the audience to On top of that we became YouTube sales partner to achieve higher fill rates and increased CPMs.

the results

  • The audience consisted for 67% of people below the age of 35 and these viewers accounted for 230,000,000 views.
  • The original YouTube content performed better on, impressions, views, watch time and subscribers.
  • The revenue tripled.


De Telegraaf’s goal for the third phase is to convert an actively engaged YouTube audience into dedicated newsletter readers. We developed a strategy how YouTube can act as a top-of-the-funnel attribution platform to connect with younger audiences and eventually turn them into valuable digital subscribers. This phase is still in progress, but we are happy to share that we got a fund from google news initiative to develop this even further.

what we make

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


  • social

    the Prime Original Van A naar Onbekend combined with smart social distribution turned an online community into Prime Video subscribers. A high quality tv series with an online vibe.

  • social

    with our tool topictree HEMA knew what they needed to make content about. the HEMA Helps series dominated not only Google and YouTube, but also TikTok with top rankings.

  • YouTube

    the data-driven YouTube series sterren reviews combines entertainment with help content. the target group on average watched six minutes of skippable ad.

  • online commercials

    with data-driven YouTube ads and a strong media plan we generated real impact in the transition from offline to online

  • increasing visibility on YouTube? we did it for Andrélon! engage your viewer with high-quality content and spot-on targeting.

  • online commercials

    personalized Volkswagen ads: more than a million viewers saw the ads and more than half sticked around - while they could also skip

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

  • online commercials

    Centraal Beheer strengthened its bond with business owners, proving that this niche group can be reached with an online-only video ad on YouTube

  • YouTube

    BrandMR increased their brand awareness by targeting a niche with the legal help they were looking for

  • a format for GAMMA's anniversary campaign: 'The Treehouse DIY' earned an international Webby award! this is how to reach your audience through a data-driven DIY approach

  • Prime Video increases brand awareness with ads that the community just can't resist. The result? 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. this is how L'OR used intent-based content research and audience behavior analysis to reach their target group.

  • YouTube

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

  • YouTube

    car buyers watch YouTube vehicle reviews. Hyundai proves integrated strategy: SEO, data analytics, long-form content, and smart distribution pays off.

  • Massive success in increasing views and watch time. This is how SEO optimization improved the Tuinmanieren YouTube channel.

  • YouTube

    by claiming the wifi domain on YouTube, KPN optimally used YouTube to give consumers customized wifi advice

  • data-driven insights make it possible: Oot Granola generates sales and subscriptions with YouTube ads

  • social

    KPN wins over hearts of gaming youngsters with the biggest gaming-channel in the Netherlands: legends of gaming. Iconic influencers and the coolest content.

  • Winning over Gen Zs and Millennials with original branded formats

  • Dutch provider KPN claims the Fiber internet domain on YouTube using data. 6 optimised how-to videos, answering frequently asked questions about Fiber internet, ranked in the top 3 on both YouTube and Google!

  • how simple YouTube-optimised shows turned out to be simply perfect. Prime Videos' De Knop, Rico Routine and Koken met Roelie achieved crazy results!