the challenge

two years ago, we built the Dutch YouTube channel of Prime Video from the ground up

Right now, the channel is a full-fledged YouTube success which serves a young, geeky but cool target group (18-34 years old) with creative video content. A Dutch audience, with a great interest in YouTube culture and video content in general. Prime Video’s goal was to keep on creating successful branded entertainment formats that reach, engage and turn viewers into loyal fans. On top of that, Prime Video wanted to promote their extensive catalog, such as the new documentary series ‘Rico Dream Big’.

our solution

Prime Videos’ de knop, rico routine and koken met roelie achieved crazy results

Our strategy was to produce creative YouTube-optimized formats that would showcase Prime Video’s extensive library in an entertaining way, therefore truly embodying the role of a creator. The result? Three branded formats: De Knop, Rico Routine en Koken met Roelie.

At team5pm we use data as the backbone of every campaign. Based on data, we specifically selected the right influencers and relevant topics for the videos. The aim was to establish qualitative attention, therefore generating watch time was the main focus. Our in-house Creative Studio (consisting of Content Creatives, Producers and Editors) translated this into creative branded format ideas with carefully selected influencers that fit perfectly to the target audience of Prime Video. These were distributed organically on YouTube, along with accompanying social assets.

The organic reach was then amplified with a pull-strategy, instead of traditional push advertising which forces the message onto the consumer. We used True-View Discovery Ads or ‘In-feed Ads’. Only those people, who are genuinely interested click on it from an intrinsic motive. This ensures huge view through and subscriber rates. Combined with a targeting that made smart use of media: we so-called ‘Audience Listed’ the channels of the creators we collaborated with. Why? The fan base of these creator’s channels match the content and recognise the characters in it. This makes up for high-quality targeting, with minimal waste.

1. de knop | de bankzitters

Results throughout the first months of 2022:

  • 2,000,000 views (more than any other hub format published on the Dutch Prime Video channel yet)
  • The channel welcomed over 5300 Dutch subscribers during the run time of the shows.
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concept

so what is the format ‘De Knop’ about?

A group of five popular gaming influencers,’De Bankzitters’, sit in a studio. The big blue button in the middle controls the outcome of the show and the items discussed in it. Product Awareness was sparked by actively implementing Prime Video’s series and movies in the challenges that would come up by pushing the button.  The format is tailor-made around content that matches the influencers, while at the same time creating a platform which promotes relevant Prime Video exclusives. In total eight episodes were produced, and currently a new season is being published.

strategy

strategic thought

Watch time and community building were our main focus. That’s why our in-house creatives came up with the creative concept of ‘De Knop’. Starring ‘De Bankzitters’, a perfect match with target audience of Prime Video’s channel. This combined with the speed and style of the format plus the creative meme-based editing activated the right brand image Prime Video was aiming for.

To generate social impact, the audience was activated by asking them to give suggestions to the soundboard as well as with giveaways and active community management.

We then amplified the organic reach with a pull-strategy, consisting of True-View Discovery Ads or ‘In-feed Ads’. This way, Prime Video offers the right audience the branded entertainment they didn’t know they needed.

2. rico routine | rico verhoeven, touzani and los barranderos

The two videos combined generated (From March, 16th – April 14th, 2022)

  • 502.858 views
  • 422.794 organic

  • 8.779 engagements

  • 400 new subscribers

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concept

transforming the existing series into a branded video production

team5pm thought of ways to transform the existing series into a branded Prime Video production. They came up with recipes that had a connection to significant Prime Video movie/series classics. For example, the famous influencer Roelie recreated the famous chili of “The Office” character Kevin, a true classic for every “Office” fan. Another successful video from the series is about none other than farm legend and renowned racing fan Jeremy Clarkson. Thus, an excerpt from the series “Clarkson’s farm” served as the inspiration for the recipe of a traditional lamb rack, made by Raoul and well-known YouTuber Robbie. This link between the well-known film catalog and the popular format proved to be the secret recipe for achieving our ultimate goal: to entertain the Prime Video community for hours with distinctive Prime Video formats.

strategy

strategic thought

We started by looking into the data and discovered that people who are interested in Rico Verhoeven also had an interest in Soufiane Touzani. And since Touzani is a leading Dutch talent in street soccer, this was a great fit. So that’s why we chose this influencer to let people (18-44 year old sport fans and more) know that the docu series of Rico was a must-see.

Our main task was divided in 3 sub-goals:

1

Awareness: to establish the show with a creative that drives anticipation and intrigue, setting the show up as a must-watch for the Dutch audience.

2

Perception: to position RICO DREAM BIG as a series with a meaningful story, about the life of Rico. Not only about his punching and kicking.

3

Brand Linkage: to make a name for Prime Video as the home of high-quality Dutch productions and talent.

our angle was to make the collaboration as native as possible

So no ads or little mentions about the Rico series in his own content. Instead, the Rico storyline would start on Touzani’s own channel (the first episode) and would end on Prime Video’s YouTube channel (the second video).

An uncommon set-up? Indeed. But for us, it was the perfect plan to make sure that the enormous fan base of Touzani is not only aware (awareness) that the series is live, but also migrate these fans from the Touzani TV channel to the Prime Video channel.

Next up was the creative strategy. Starting with a strong insight. We looked at the data again to see which sports content is/was popular on YouTube. The Mark Wahlberg Challenge appeared. In this challenge it was up to the creator to try to live as Mark Wahlberg for a day or a week. The actor has a bizarre daily schedule: full of sport activities.

Our strategy was to create the Dutch variant, with Rico. This way we could show the world how tough it is to become and be Rico Verhoeven. This was the ‘more meaningful angle’ we were looking for (perception).

We used both Touzani’s channel and the Prime Video channel to migrate the huge following to the Prime Video YouTube channel. This type of build up is a first in The Netherlands. The unique construction of telling a story on two different channels (creator and brand) worked perfectly for us and the goals we wanted to achieve. We amplified our organic reach with a YouTube Advertising pull-strategy.

For targeting, we like to ‘audience list’ the channel of the creators we collaborate with. Again, we saw that a lot of people who have an interest in Rico Verhoeven also like Soufiane Touzani. By audience listing Touzani TV we gave ourselves the opportunity to reach the perfect audience. This double-stimulated the viewers to navigate from the first video to the second one.

3. koken met roelie | raoul

With a total of 9 videos we realized the following results (11.08.2021 – 06.10.2021):

  • 1.500.000 views
  • 500.000 views on 1 viral YouTube Short
  • 48.000 Interactions
  • 5.400 new subscribers
team5pm glass logo

concept

‘cooking with roelie’ was a successful format on YouTube, but it was on the back burner

However, it was on the back burner. Team5pm’s team of creative YouTube strategists thought of ways to transform the existing series into a branded Prime Video production. They came up with recipes that had a connection to significant Prime Video movie/series classics. For example, the famous influencer Roelie recreated the famous chili of “The Office” character Kevin, a true classic for every “Office” fan. Another successful video from the series is about none other than farm legend and renowned racing fan Jeremy Clarkson. Thus, an excerpt from the series “Clarkson’s farm” served as the inspiration for the recipe of a traditional lamb rack, made by Raoul and well-known YouTuber Robbie. This link between the well-known film catalog and the popular format proved to be the secret recipe for achieving our ultimate goal: to entertain the Prime Video community for hours with distinctive Prime Video formats.

strategy

strategic thought

Even though the existing series on Raoul’s YouTube channel was on the back burner, the series seemed a real match for the Prime Video audience. What did we do? We transformed the series and breathed new life into it. With a Prime Video twist: the well-known cooking of recipes was now linked to the Prime Video film and series catalog. Where brand integration is normally hidden by a shout-out or product placement, Prime Video does it differently. The perfect match of the influencer Roelie and the sincere enthusiasm of the guest influencers for the Prime Video film catalog, ensured that the brand came to the forefront as a true hero. The organic reach was then amplified by YouTube in-feed Discovery Ads with smart targeting. In this way, people who hadn’t yet watched the video of Roelie could see 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

  • 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!