YOU ARE DOING IT WRONGYouTube Brand Strategy

YOUTUBE IS THE SECOND-LARGEST SEARCH ENGINE IN THE WORLD

AND HAS OVER ONE BILLION UNIQUE VISITORS EACH MONTH

…but brands are underutilising it.

HERO,HUB &

HYGIENEA cheat sheet content strategy

THE THREE PRONGED APPROACH OUTLINES THE TYPES OF VIDEOS

YOUTUBE RECOMMENDS BRANDS CREATE FOR THEIR CHANNEL TO

GROW ORGANIC VIEWERSHIP AND SUBSCRIBERS.

For the top 5 brands on each site, the engagement rate of YouTube compared to Facebook is 20 times greater for the organic reach

While many brands have incredibly large Facebook communities, their

average engagement rate (comments) pales in comparison to that of YouTube

at a rate of 20:1

Hero - large scale videos that reach the masses at scale

Hygiene – always-on videos that are optimised to viewer’s intentions and interest

Hub – regularly scheduled content geared around customers’ major passions

CASE STUDY ONE

Football

HERO CONTENT

https://www.youtube.com/watch?v=3XviR7esUvo&feature=youtu.be

Nike Football’s most prominent piece of “Hero” content comes in the form of their hugely successful World Cup film, “Winner Stays,”

which was the crux of Nike’s #riskeverything campaign

HUB CONTENT

https://www.youtube.com/watch?v=XSULMtpkzZI&list=PLmOt0Ey1uV4lzZ1437Z3oKfGLaKaKfnXm

To incentivize fans and subscribers to keep coming back to the channel, Nike Football has also been creating “hub” content

in the form of its animated #AskZlatan series.

HYGIENE CONTENT

https://www.youtube.com/watch?v=aOvEr_vb5yg

The Nike Academy videos are primarily “how-to” and training videos to help football players looking improve their skills.

These hygiene videos acts as hooks to pull viewers into the channel

HYGIENE CONTENT

CONCLUSIONNike Football’s growth has been accelerated by the hugely popular “Winner Stays,” which was supported by tens of millions of dollars

spent on media which, according to Forbes, generated, “6 billion campaign impressions in 35 countries covering television, cinema,

digital/mobile, gaming, print and outdoor.

At least 1/3 of those impressions were on mobile devices.

However, it is their implementation of the “hero, hub, hygiene” strategy which has had the cumulative effect of earning the channel

over 1.8 million subscribers.

CASE STUDY TWO

Trucks

HERO CONTENT

Volvo’s JCVD split video, now viewed 70 million times, is undoubtedly hero content. But it’s actually one video in a series of six “live test” videos that have driven 100 million viewers to Volvo’s YouTube channel. Volvo’s

hero content has proven to be highly successful at getting people interested in watching the video content that sells trucks.

https://www.youtube.com/watch?v=M7FIvfx5J10&list=PLKFJ3tQvdojTHq0Zw0PUYtDTjGqi93bPe

HUB CONTENT

Volvo has multiple series of Hub content, each focused on a different aspect that would appeal to trucker enthusiasts. “Welcome to my Cab” highlights customised

trucks and their owners, while “Brian’s Truck Report” spotlights different Volvo models. These video series have also proven highly effective for Volvo, netting

approximately 500,000 view per episode from Volvo’s target customer

https://www.youtube.com/watch?v=krQEinPk1ds&list=PLKFJ3tQvdojSny9VMFeTfrh6Pv0logxmR

HYGIENE CONTENT

https://www.youtube.com/watch?v=-I5aWg-4xRM&list=PLKFJ3tQvdojQ-qfEsVAIvf1G-ib-q80yy

Volvo has taken advantage of animated explainer videos to create educational content around specific product features of its truck line. Volvo has also smartly

collaborated with its customer base in a “What’s your story?” series of videos that highlights individual drivers and their tips on safety and productivity.

You better believe that each driver featured will use Volvo trucks for the rest of their lives.

CONCLUSIONVolvo’s video production is impressive, but it can also seem daunting to

small brands just starting out.

Do not let a lack of professional content creation stand in the way of a great YouTube channel. Brands can curate great YouTube content right away that aligns with their brand and customer identity – they don’t

have to wait.

Volvo split its marketing objectives to create video content that effectively targeted each stage of its sales cycle. Volvo created a

perfectly executed awareness campaign built around Jean-Claude Van Damme’s ability to do the splits that drove attention to targeted explainer video snippets designed to actually sell $100,000 trucks.

It worked beautifully.

The three H’s seem to propose a new approach to brand storytelling that goes beyond traditional campaign-based

marketing.

It recognises that audiences tend not to live their lives according to a campaign schedule, and that they’re likely to keep coming

back and re-engaging if you provide regular content that ticks the right boxes.

These strategic principles could be made to work across, and even bring together, multiple marketing channels.

3 H’s CONCLUSION

Brands have long been told that they need to act as publishers, and that concept can seem daunting. One minute you’re a marketer working on quarterly campaigns, and the next you have to be

creating content to be “always on”.

The hero, hub and hygiene strategy gets different teams supporting one another and puts the content calendar at the centre of

everything and gives everyone involved a clear sight of where they’re heading.

In many ways, it’s the silo killer we’ve all been waiting for.

3 H’s CONCLUSION

For more information contact usbrent@spillly.com

www.growingpains.biz