Strategy & Management

NPO 3FM

Case study

2020

Customer profile

NPO 3FM is one of the radio stations of the Dutch Public Broadcasting Network (Nederlandse Publieke Omroep (NPO)). NPO 3FM stands for new talent, music and discovery. The radio station has been on YouTube for years and has several channels under its name. On the main channel, there was a collection of the archive, live performances and series.

OBJECTIVE

NPO 3FM wants to reach and retain a new target group through YouTube while increasing the relevance within the target group. The main objective was that the channel would grow to 60K subscribers. Additionally, NPO 3FM wanted to train the internal team to become YouTube Channel Managers.

STRATEGY

5PM has analysed all the channels of NPO 3FM and chose to only continue with the NPO 3FM channel. The whole channel was then optimised and cleaned up to maximise its results. For example, 8,000 videos were online, and 5PM has reduced this to 200 related and high-performing videos. Furthermore, 5PM has provided the channel with direction and participated actively to devise and direct the development of new content.

“5PM assisted us in creating a clear strategy for YouTube and helped our 3FM team generate knowledge of YouTube. Our editors have been trained to understand the world of YouTube. We found the collaboration to be enjoyable. The communication was clear and enlightening. 5PM is critical, and this helped elevate our channel to a higher level.”

Thera Visser

Online Coordinator , NPO 3FM

RESULTS

New subscribers

Growth of +20% compared to the start of the new strategy

%

Growth total views

Compared to the start of the new strategy

%

Growth in watch time

Compared to the start of the new strategy

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FUTURE

Creating a consistent strategy and more reach has now grown into a collaboration that goes much further than that. In addition to Channel Management and training of the NPO 3FM team, 5PM has also been included more in the entire content creation process. For example, we provide input based on data about which content is captivating for the channel, analyse new content and advise and help to set up an efficient content production process.

OUR SUCCESS STORIES

DE TELEGRAAF

Strategy & Management

De Telegraaf is one of the largest media companies in the Netherlands and is a subsidiary of Mediahuis, a publishing house with titles in Belgium, the Netherlands & Ireland. In addition to a daily national newspaper, De Telegraaf has various online publishing labels & physical magazines.

FLEXA

Strategy, Optimalisation & Academy

Flexa’s objective was to optimise its YouTube channel to improve the organic reach and findability. When search terms relating to Flexa were used in Google and YouTube, Flexa had to rank at the top. The most critical metrics are organic views, watch time and rankings.

GAMMA

Strategy & Optimalisation

GAMMA’s objective was to optimise its YouTube channel and to improve the organic reach, including the findability of the channel. When search terms relating to GAMMA and the new fall campaign with the theme “insulation” were used in Google and YouTube, the brand had to rank at the top. The most important metrics for this are organic views, watch time and rankings.

IT’S TIME FOR 5PM!

Ready for more views and results?