the challenge

Last year, Prime Video entered the Dutch market, where competitors like Netflix and the smaller Dutch variant Videoland were already established.

Prime Video’s main goal was to gain increased awareness amongst Dutch film/TV fans for their variety of originals and exclusives. On YouTube, this meant increasing brand awareness, content discovery and to grow a loyal fanbase that engages with and actively follows Prime Video’s YouTube channel. Key metrics were views, watch time, engagements and subscribers.

We created a stable base of around 300,000 views per day, with peaks of nearly a million.

Results: (july 1, 2020 – march 1, 2021)

  • 86,238 subscribers gained (+331% relative to target)
  • 657.4 million impressions (+20,444% relative to target)

  • 35.9 million views in total (+17,850% relative to target)

  • 2.8 million hours of watch time = (+22,300% relative to target)

  • more than 700,000 engagements

team5pm glass logo

strategy

We researched the relevant subcultures, to make sure we communicated with them in the right way.

By indulging in their culture and speaking their language we would create a loyal fan base consisting of true Prime Video lovers.

During the process of establishing the YouTube channel, we optimised Prime’s distribution strategy across external websites to drive conversation. The key to success, however, was our tailor-made advertising strategy which focused on distributing organic content and serving them as ads among specific audiences.

These ads weren’t your usual shortened videos or typical commercials. They were long-form specially edited memes run as ads, which led to a tremendous growth in the channel’s popularity. The viewers weren’t used to seeing these kinds of ads, but they absolutely loved it.

the results

We created a stable base of around 300,000 views per day, with peaks of nearly a million.

By speaking the language of the subculture of our target audience, we were able to grow an enormous fanbase. Our custom designed memes were by far our viewers’ favorite content with the number of views going through the roof.

With the combination of data research, optimised content creation and a well-thought-out advertising strategy as the core accelerator, we achieved the following results:

Results: (july 1, 2020 – march 1, 2021)

  • 86,238 subscribers gained (+331% relative to target)
  • 657.4 million impressions (+20,444% relative to target)
  • 35.9 million views in total (+17,850% relative to target)
  • 2.8 million hours of watch time = (+22,300% relative to target)
  • more than 700,000 engagements

Growth in subscribers

86K

331% relative to target

Growth in views

36.9M

+17.850% relative to target

Watch time in hours

2M

+22.300% relative to target

Mark Whelan, EU Social Media Video Manager at Amazon Prime Video

“Team5pm’s YouTube expertise offered valuable insights. Their thoughtful ad strategy, unique way of editing and smart distribution has guaranteed us a loyal following on YouTube: with over half a million engagements and over 85,000 loyal Prime Video fans on YouTube.”

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 but 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 a crazy impact in the transition from offline to online.

  • Increase your visibility on YouTube? This is what we did for Andrélon! Engage your viewer with high-quality content and spot-on targeting.

  • online commercials
    youtube

    More than a million viewers saw the personalised Volkswagen 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

    This is how Centraal Beheer strengthened its bond with business owners, proving that this niche group can be effectively reached with an online-only video ad on YouTube.

  • youtube

    BrandMR increased their brand awareness by successfully targeting a niche with the legal help they were looking for.

  • An inspiring format for GAMMA's anniversary campaign, "The Treehouse DIY" earned an international Webby award! This is how to effectively 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 strongly believe in the power of really knowing your audience. This is how L'OR used an extensive intent-based content research and audience behavior analysis to reach their target group.

  • youtube

    A well-thought-out, always-on strategy with which Canon claimed the domain 'photography for beginners' on YouTube. 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 customised WiFi advice!

  • This is how Oot Granola uses YouTube advertising to generate sales. A significant growth in subscriptions through the use of data-driven insights!

  • 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