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How to build a successful YouTube channel in 6 months
Case study of the Czech Olympic Team
Andrea Hurychová, Chief Strategist WeDigital
IN COOPERATION
MAIN MISSION
1. Present sport to young generation in a different picture
2. Engage Generation Z and raise the interest in sport topics
3. Inform about sport activities and the official events of Czech Olympic
Committee
SITUATION: JANUARY 2016
NO channel graphics
432 615 VIEWS671 SUBSCRIBERS 456 607 MINUTES WATCHED
NO consistent content
THE MAIN OBJECTIVES
HUB content: watch time and subscribers
3 000 000 VIEWS
30 000 SUBSCRIBERS
3 300 000 MINUTES WATCHED
HYGIENE content: views
“To build a new communication channel that inspires, educates and informs and that will achieve 30 000 subscribers till the end of Olympic games in Rio 2016.”
STEPS TO ACHIEVE OUR OBJECTIVES
YouTube content strategy
Trends in sport
Cooperation with YouTube creators
Unique content during Olympic games
YouTube content strategy
OFFICIAL LAUNCH OF YOUTUBE CHANNEL
■ Video channel trailer■ PR activities during the launch in March 2016
■ 2 main video series:■ Our champions■ TOP Olympic stories
■ Consistent graphics on the channel
Trends in sport
PHASE 1: JANUARY - JUNE
■ Trends in sport drive views and increase watch time on the channel ■ TOP 3 most viewed videos on the channel include popular sport events and topics■ All trend sport videos got to the trending page on the Czech YouTube
TOP 3 VIDEOS
1. Gábina Soukalová je zlatá! 74 324 views - 72 119 views in 14 days
66 825 views - 60 296 views in 14 days
55 883 views - 49 233 views in 14 days
2. Petr a Gábina Koukalovi pro Konto Bariéry
3. Jaromír Jágr - všechno nejlepší, Jardo!
+ +5 086SUBSCRIBERS
PHASE 1: RESULTS
+631 529VIEWS
■ 2 regular series on YouTube channel from end of March■ Weekly - 15 videos■ Biweekly - 7 videos
■ 3 trending videos■ Average percentage viewed: 35%
PHASE 1: CHANNEL PERFORMANCE
Cooperation with YouTube creators
PHASE 2: INFLUENCER MARKETING CAMPAIGN■ 10 creator-driven videos
○ 4 videos on YouTube creators’ channels○ 6 videos on Czech team YT channel
■ YouTube ads (YT discovery) 29.7.-3.8.
OBJECTIVES■ Get traction with the young generation
■ Engage viewers and create buzz around olympic content and sport
■ Gain YouTube subscribers
PHASE 2: YOUTUBE PAID CAMPAIGN (29.7. - 3.8.)
FORMAT: YOUTUBE DISCOVERY
31 570 PAID VIEWS
29 827 EARNED VIEWS
+1 230 SUBSCRIBERS
0,26 CZKCPV
3,23% VIEW RATE
PHASE 2:RESULTS AFTER 14 DAYS
■ Views are growing continuously○ At the end of RIO 2016 the videos views doubled
■ Campaign built engagement and gained users loyalty for other content on the channel
■ Generation Z and YT viewers like sport activities
+700 000 VIEWS
+9 996 SUBSCRIBERS
2 681 COMMENTS
+11 026 LIKES
WHY IT WORKED
■ Content on Youtubers' channels and 2nd part on COT channel■ Contest for the viewers■ Clear contest rules
■ Subscribe COT channel■ Write comment
COMMENTS, LIKES AND SUBSCRIPTION DRIVES YOUTUBE SEO
Youtubers drive subscription
Unique content during Olympic games
PHASE 3: WINNING THE MOMENT
■ Be quick■ React on trends■ Make easy and sharable format■ Use CTA
+3000 SUBSCRIBERS IN 24 HOURS
SPECIAL FORMATS
LIPNO PARK IN MINECRAFT VLOGS 360 VIDEOS
CREATE BUZZDURING OLYMPIC GAMES WE GAINED:
+52 000LIKES
+3 086 SHARES
+2 060COMMENTS
THE PLAN SUMMARY
YouTube content strategy
Trends in sport
Cooperation with YouTube creators
Unique content during Olympic games
RESULTS AUGUST VS. JANUARY 2016
4 163 476VIEWS
+5 100%
35 500SUBSCRIBERS
+860%
7 156 886MINUTES
+1460%
Average percentage viewed: 68% (from 6%)
Country Subscribers Channel views
USA 150919 45 757 862
Czech Republic 35806 4 251 439
Great Britain 9007 3 460 966
Spain 2389 1 076 171
Australia 2080 548 105
France 2051 596 176
Russia 2035 1 461 834
Italy 2020 528 790
Holland 1039 853 414
Greece 642 170 277
Germany 597 401 951
Hungary 573 486 023
Austria 472 232 024
OLYMPIC YOUTUBE CHANNELS WORLDWIDE
