the challenge

GAMMA was looking for new ways to reach in-market target groups with video content

GAMMA’s goal was to claim relevant domains within the home DIY-market on YouTube, such as insulation and gardening. In doing so, they aimed to become market leader on YouTube and make home DIY-projects more accessible and fun. This resulted into the main KPIs being YouTube rankings, share of views, total views and watch time.

how-to videos that answer the most-searched questions regarding home DIY projects in the Netherlands

With our data-driven approach to research, content production and distribution, we achieved the following results:

(Feb 1, 2020 – Jan 31, 2021)

  • 91% of all videos ranked in the top 3 in YouTube and Google
  • a SoV of 46.7% and 32% within important domains

  • 1,058,220 views in total (+112% relative to target)

  • 44,000 hours of watch time (+193% relative to target)

team5pm glass logo


GAMMA teamed up with us to develop a YouTube strategy with a series of how-to videos

Our strategy was straightforward: conduct data-driven research to know exactly which videos had to be produced. Within this research we focused on GAMMA’s target audience that consisted of people in the Netherlands, between the ages of 18 and 45, who actively search for home DIY-projects on YouTube and Google.

To know which topics had the greatest potential for reaching and helping this target audience, we developed a data driven video topic research. With this research we analyzed the competing channels and videos and mapped out the most-searched topics on YouTube. Therefore, we knew exactly what our target audience really wanted to see and what videos we had to create to play an important role in their consideration phase. On top of that, we analyzed hundreds of successful how-to videos, nationally and worldwide, to develop a blueprint for the perfect how-to.

This way our videos retained our viewers’ full attention, and therefore we maximized watch time. We used the data driven research to create a smart advertising strategy containing Discovery Ads. By using the videos as discovery ads, the videos appear at the targeted audience’s ‘recommended content’ instead of as pre-rolls. When the content interests these custom targeted viewers, they intrinsically click on the ads themselves. This intent-based YouTube advertising strategy amplified our organic reach. In doing so, we also reached the people that had been searching for home DIY related topics, but initially didn’t watch the GAMMA videos.

As the main objective being that GAMMA would claim the home DIY-market on YouTube, we focused on YouTube rankings, the share of views, total views and watch time as the main KPIs. We achieved these by using the YouTube-algorithm to its fullest: with optimized video SEO, dedicated landing pages, social media distribution and intent-based discovery ads.



112% relative to target

Watch time in hours


193% relative to target

YouTube rankings


of all videos ranked in the top 3

Laurens Miedema, Manager Marketing & Communication GAMMA

‘Thanks to the strategy and expertise of team5pm, we have claimed the entire insulation and gardening domain on YouTube and Google. Through this data-driven approach, we have grown in watch time, top rankings and views and have become the YouTube channel where you can find everything about home DIY projects.’

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.