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.


  • 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!