“Team5pm’s in-depth YouTube expertise helped us to gain the valuable, data-driven insights that we’d been looking for. Their team of strategists translated these into a spot-on performance-based YouTube advertising strategy. With more quantitative and qualitative traffic to our website and a significant growth in both subscriptions as well as first-time orders as a result. Together we’ve proven the non-believers wrong: when done right, YouTube can definitely be utilized as a performance platform that goes beyond clicks, and drives actual conversions.”
Team5pm’s strategy consisted of 3 stages: data-driven target group research, strategic and creative content creation and campaign management. By combining data-driven insights, trends and best practices with effective content creation, we would create a spot-on performance-based YouTube advertising strategy.
1. Data-driven target group research
The first stage was all about getting to know our target audience. How are they behaving within the Google Ecosystem? Think of: what websites they’re visiting and what apps they’re using. And also what key words they’re searching for and what content they love to watch. We then translated these data-driven insights into a clear targeting strategy. A strategy that maximizes the chance of reaching those people, who are genuinely interested in Oot’s content. And because of this, it minimizes waste.
2. Effective content creation
The second stage started with taking a closer look at the content. The YouTube Agency had collaborated with Oot before, in 2021. At first, Oot wanted to use these existing videos for their performance case. Obvious choice right? Well, Team5pm decided differently! The reasoning behind this decision? Their data-driven insights. They pointed out that there were different subgroups that existed. Subgroups that would not be swept away enough, with the existing video material. That’s why Team5pm decided to make clever content adjustments based on the trends they’ve spotted.
3. Campaign setup and management
The last phase was all about choosing the right setup for the campaign, and making sure it runs smoothly. By acting quickly and leveraging the power of the YouTube algorithm, Team5pm’s data-driven targeting research came together even better. And it produced some impressive results. The algorithm found all subgroups, and they showed a CPC and CPO lower than the initial objective!
With the combination of data research, optimized content creation and a well-thought-out advertising strategy as the core accelerator, Oot Granola and Team5pm achieved more quantitative and qualitative traffic to their website. And a significant growth in subscriptions. And that with a total campaign period of just one month (1st of January, 2022 – 31st of January, 2022). So what’s the main takeaway? YouTube can definitely be used as a successful performance platform! When done right, it can indeed generate sales. For Oot, it took the golden formula of combining data-driven insights, trends and best practices with effective content creation to do the (challenging) trick!