Van A naar Onbekend: from online fans to prime video subscribers
Since entering the Dutch market back in 2019, Prime Video has been making waves in the entertainment industry. With a portfolio of international hits like The Boys, The Grand Tour, and The Ring of Power, the streaming service found its way into the hearts of a diverse audience. But a demographic that still remained untapped, were the Dutch Gen Zers. How do we reach this younger target group? What video content do they want to see? And most importantly: how do we convince them to leave their beloved social channels and convert to a Prime Video subscription? Prime Video took on this challenge together with content group team5pm. By combining data with creativity, the Prime Original ‘Van A naar Onbekend’ was born…
data showed that the target audience of Prime Video is on YouTube and TikTok
These are their go-to platforms for entertainment. This insight was reinforced by the fact that the YouTube channel that we’ve been building for Prime, gained 100K subs in just 12 months!
What if there was a way to make this young online audience leave their online platform to purchase a Prime Video subscription?
first things first, finding the right influencers to work with
Again we dove into the data. Our insights showed a match between Prime’s YouTube audience and De Bankzitters. A Dutch friend group of 5, that was popping on YouTube.
After selecting the right influencers, the challenge was to connect De Bankzitters to the Prime Video brand in a way that feels genuine and natural. We analyzed thousands of videos and formats online. What is the most popular? And what are the do’s and don’ts?
Our creatives went to work. First, they transformed De Bankzitter’s own YouTube formats into Prime Video adaptations. For instance, their cooking show Koken met Roelie was re-brought to life. With a Prime Video twist: the well-known cooking of recipes was now linked to the Prime Video film and series catalog. The series brought almost 6.000 subscribers to the channel. So it was time for the next step: the format De Knop (The Button) was born. An entertaining YouTube show, in which De Bankzitters sit around a big blue button. Every time they push it, Prime video related questions pop up. Sounds simple? It was. Simply perfect. The audience loved it. Koken met Roelie and De Knop generated over 6.600.000 views, 418.0000 hours of watch time and 215.000 engagements. Three seasons were produced and distributed with paid advertising. The show was viewed loads. These viewers decided to get involved, 1 out of every 3 viewers engaged with De Bankzitters’ content by liking, commenting, sharing or saving the videos! It was safe to say that De Bankzitters showed a potential for something even bigger…
meet Van A naar Onbekend: a Prime Original, starring De Bankzitters
In VANO, the 5 YouTube stars travel around the world to perform the craziest challenges. The format is the perfect balance between YouTube and TV content. It created mega FOMO among Prime’s online following. The ideal recipe for attracting viewers to the Prime video streaming service.
premiere fun, global billboards, and De Bankzitters’ after-talk excitement
To spark action among the online community, we created a clever distribution plan – if we say so ourselves ;-) With over 5 million views, 147K engagements and more than 580K hours of watch time – it’s safe to say that De Knop was a YouTube success. That’s why we launched a travel season of De Knop on YouTube. In this weekly special, De Bankzitters (and their fans) discovered the next location of their upcoming trip for Van A naar Onbekend. This episode was published two days later on the Prime Video service.
But that wasn’t it, on TikTok and Instagram we created a Bankzitters filter. Then, we hosted a competition for fans to use the filter in order to win premiere tickets to watch the first episode of Van A naar Onbekend.
For the 30 winners, we hosted an exclusive premiere. This was filmed and transformed into a new video for De Bankzitters’ YouTube channel. It was a huge success and created buzz for the show.
On top of that, we launched an out-of-home PR stunt across the globe. From Seoul to Times Square, billboards were popping up with Van A naar Onbekend and De Bankzitters’ faces. We turned this into a viral social video, distributed on De Bankzitters own channels. The PR video created a buzz even outside of YouTube. 300.000 views and 13.000 engagements on Instagram and 162.000 views and 23.000 engagements on TikTok.
To make sure the audience stayed on the Prime Video streaming platform we produced fun after-talk episodes, starring De Bankzitters. An extra asset to entertain the viewer.
Prime Video built an online community and turned them into streaming subscribers
From carefully selecting relevant influencers to creatively producing a Prime Video original – we’re proud of the project and results:
The YouTube series De Knop surpassed Prime Video’s set benchmarks: organic views +5.800%, organic watch time +99.900% and engagements +1.770%. With this series, Prime Video surpassed 200.000 subscribers, with 40% of them being the target audience of this campaign!
To promote Van A naar Onbekend we launched lead-in episodes on YouTube of which the first YouTube episode reached 100k views within the first 24 hrs and got in the YouTube top10 trending list.
The smart distribution plan transformed the online community into subscribers of Prime Video, resulting in Van A Naar Onbekend being in the top 3 of best watched series on the service for over a month.
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