KPN was looking for new ways of reaching consumers with video content
In 2021, KPN was awarded with the title of ‘best Fiber Internet provider of the Netherlands’. As a leading provider of telecommunication and IT, they wanted to extend this leadership to the online environment. Their goal? Claim the Fiber Internet domain on YouTube. In doing so, they aimed to become market leader on the popular video platform and help the orientating and existing Dutch consumer (25-55 years old) with tailor-made Fiber Internet advice.
a 3 stage strategy
team5pm’s strategy consisted of 3 stages. Data-driven target group research, strategic and creative content creation and clever distribution. This research formed the basis which guided the content creation and distribution phase.
1
data-driven target group research
Data-driven target group research, strategic and creative content creation and clever distribution. This research formed the basis which guided the content creation and distribution phase.
2
YouTube content creation
Our data research showed that loads of people are looking for information regarding Fiber Internet on a daily basis. And that’s where we saw a chance for KPN! Our in-house creative studio translated the data-driven insights into a clear blueprint for the perfect how-to. The result? 6 YouTube-optimized how-to videos that answered the most searched questions regarding Fiber Internet. These were clear long-form videos with a reoccurring, relatable character that explained everything step by step. This seamless translation of data insights into branded content creation, ensured that our videos retained our viewers’ full attention, and therefore we maximized watch time.
3
distribution
For distribution, we made sure that all published videos were 100% SEO optimized including custom thumbnails, titles, descriptions, tags and playlists. Within the first 48 hours after publication, KPN’s social media channels actively promoted the videos and playlists. Each video was embedded in its own dedicated fully optimized landing page, developed on KPN.nl.
Being the best answer our target audience was looking for, we ensured top rankings in both YouTube and Google. With a video search result, KPN even ranked higher than one of their main competitors (Ziggo) in Google!
This organic reach was then amplified with an intent-based YouTube Advertising strategy. Once again, our data-driven research formed the base. Out of the researched ‘Fiber Internet’ domain on Google Search, customized in-market audiences were created and targeted with TrueView In-Stream Ads. In this way, those people that truly showed interest were targeted with the help they needed. This minimized waste, and maximized the effectiveness of the campaign.
YouTube accelerated from 1% to 45%
With the combination of data research, optimized content creation and a well-thought-out advertising strategy as the core accelerator, KPN and Team5pm ranked with all six videos in the top 3 in YouTube and Google on relevant, selected keywords. KPN’s average growth in market share within the ‘Fiber Internet’ domain on YouTube accelerated from 1% to 45%. On top of that, they captivated their audience for hours with a watch time that was +128% above target.
Ramon de Boer, Senior Media Manager Digital KPN
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