the challenge

how do we reach an audience that doesn’t watch tv?

Omroep ZWART creates great programs that give a platform to underrepresented stories and communities. Everyone is seen, and everyone is heard. But is everyone being reached?

It is no secret: linear tv watch time is declining. An important aspect of Omroep ZWART is to find the target audience online. That’s why the brand was looking for an online partner that knows how to reach their online audience with the right message.

social marketing is crucial in the transition from TV to on-demand viewing

  • Highlighting the important, but loaded and complex topics; awarenessfor Keti Koti and the history of slavery

  • Launching the ZWART Cultuur YouTube channel

  • Developing a content and distribution plan for YouTube, TikTok and Instagram to support TV programmes

  • Producing social formats that are tailored to a specific platform—for maximum engagement

team5pm glass logo

our solution

creating and distributing creative social formats to extend TV content

We analyzed how the target audience uses each platform. What are the popular formats? What fills their timeline? Based on this, we developed social formats that drives both reach and engagement!

keti koti

Omroep ZWART has developed an educational package called ‘De Ontbrekende Bladzijde’. The goal? To gain recognition for our shared history of slavery! Building on this, we developed a social format around Keti Koti. We provide relevant background information and share stories with a personal touch. Viewers are engaged by a sense of ‘oh, I didn’t know that!’ The format performed very well organically on Instagram and TikTok! The sensitive topic was well received, with positive feedback from the community!

breaking down breaking

Breakdancing is making its debut at the Olympic Games. Omroep ZWART created the two-part series “Battle Naar Parijs,” featuring representatives from the Netherlands. The program explores the culture and history of breaking. People enjoy watching a sport more when they understand how it works!

Knowing a bit about what you’re watching enhances the viewing experience. With the format ‘Breaking Down Breaking,’ we explain in an engaging way what technical aspects a move must meet. This helps to build credibility for breaking as an Olympic sport.

Also want to create content that aligns with your audience’s interests? As a publisher you can reach an online audience with smart social marketing. Want to know more? Get in touch here.

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

  • Social

    Transavia's TikTok-debut was a big hit: thousands of followers in one month and now a community of 23.000. With authentic, Employee-Generated content and smart use of Spark Ads, we reached millions of views and created an engaged community.

  • Prime Video captivates Gen Z with targeted social campaign for Danish series ‘Roasted - Verdens Sjoveste Ferie’

  • Linear TV watch time is decreasing. With a social strategy, Omroep ZWART delivers an important message to their online audiences.

  • Online commercials
    Social

    This is how you build brand awareness and create an attractive brand with a creative formula and tailor-made formats for both TV and online.

  • Social

    An influencer campaign on social that inspires people to diversify their diet and be creative with meat and dairy-free meals.

  • Social

    Social formats that star real entrepreneurs giving their real opinion.

  • On Instagram and Snapchat, the campaign dives fully into the target audience's experience by using terms and interfaces that are specifically recognizable on the platforms where the target audience sees it.

  • 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.

  • Social
    YouTube

    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.

  • Online commercials

    Although LOI created multiple awareness campaigns and online performance marketing campaigns in recent years, the younger audience was not sufficiently aware of the wide course range and the benefits that LOI offers. We changed that!

  • Online commercials
    Social

    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.

  • Online commercials

    With Beter Bed, we created a YouTube commercial that perfectly aligns with Google's ABCD framework. This way, Beter Bed keeps the right attention from the right audience on the right platform!

  • Social
    YouTube

    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.

  • Online commercials
    YouTube

    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
    YouTube

    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
    YouTube

    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.

  • YouTube

    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
    YouTube

    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.