the challenge

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.

top 3 YouTube and Google rankings with how-to content about fiber-internet

Their goal? Claim the Fiber Internet domain on YouTube. So we created 6 optimized how-to videos, answering frequently asked questions about Fiber internet, ranked in the top 3 on both YouTube and Google.

  • captivated their audience for hours with a watch time that was +128% above target.

  • KPN’s average growth in market share within the ‘Fiber Internet’ domain on YouTube accelerated from 1% to 45%

  • all six videos in the top 3 in YouTube and Google on relevant, selected keywords

team5pm glass logo

our solution

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.

the results

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.

Total watch time

22.8K

in hours (target: 10.000)

Growth in marketshare

to 45%

100% organic

YouTube rankings

TOP 3

6 video’s of selected keywords

Ramon de Boer, Senior Media Manager Digital KPN

‘we wanted to help both new and existing customers with video content on YouTube around Fiber Internet. team5pm’s in-depth YouTube expertise helped us to gain valuable insights on our target audience’s needs to create the right content accordingly. This combined with their help on distribution, made us achieve our goal: claim the Fiber Internet domain within YouTube. The 6 data-driven how-to videos captivated the audience, with great results to prove it.’

what we make

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

directionals

  • online commercials
    social

    Lucardi's online social media campaign grew brand preference in a highly competitive market. Bringing online attention to brand and product.

  • online commercials

    the challenge how to spend your online media budget as efficiently as possible? The time brands simply push their TV commercials on online platforms should be over. Why? By playing according to the ...

  • social
    YouTube

    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
    YouTube

    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
    YouTube

    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
    YouTube

    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
    YouTube

    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
    YouTube

    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!