Podpora kampaně s youtubery (Petra Brodilová, Google)
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This document discusses collaborating with YouTube creators (youtubers) to promote marketing campaigns. It provides examples of increasing engagement with youtubers, from unpaid product reviews to fully integrated campaigns. Measurement shows that working with youtubers can significantly increase brand metrics like website traffic, social media followers, and video views. The presentation also provides statistics on YouTube's reach in Central and Eastern Europe, with millions of monthly users and billions of views across the region.
Podpora kampaně s youtubery (Petra Brodilová, Google)
- 1. Confidential & Proprietary Confidential & Proprietary Podpora kampaně s youtubery Petra Brodilová, Google
- 2. Confidential & Proprietary Jak se dělá marketing na YouTube kdekoliv ŠKÁLA PŘÍBĚH MĚŘENÍ
- 4. Confidential & Proprietary Evoluce spolupráce s youtubery
- 5. Confidential & Proprietary Evoluce spolupráce s youtubery Míra zapojení youtubera Zásah
- 6. Confidential & Proprietary Evoluce spolupráce s youtubery Míra zapojení youtubera Zásah
- 7. Confidential & Proprietary Evoluce spolupráce s youtubery Míra zapojení youtubera Zásah Mediální podpora
- 8. Confidential & Proprietary 1. Neplacená recenze
- 9. Confidential & Proprietary Podpora videa youtubera ve vyhledávání nebo v doporučených videích Formát ▪ Trueview Indisplay Cílení ▪ Kontext ve vyhledávání a u videoobsahu Cena ▪ CPV: 0,5-5 Kč
- 10. Confidential & Proprietary Podpora videa youtubera ve vyhledávání nebo v doporučených videích
- 12. Confidential & Proprietary 2. Dohodnutá spolupráce
- 13. Confidential & Proprietary Zvýšení zásahu dohodnuté spolupráce Formát ▪ Trueview Indisplay ▪ Trueview Instream Cílení ▪ Remarketing ▪ Afinitní a In Market publika ▪ Další relevantní YouTube kanály Cena ▪ CPV: 0,2-5 Kč
- 14. Confidential & Proprietary 3. Komplexní kampaň CASE STUDY
- 15. We worked with our client TK helping them integrate with YouTube creators, harnessing their digital footprint amongst younger target audiences. SELECTED YOUTUBE STARS (wireinander.tk.de) LeFloid: > 2Mio. Follower (news) Unge: > 1Mio. Follower (gaming) Julien Bam: > 0.6 Mio. Follower (dance) GarNichz: >110k Follower (video blogger) • website traffic increased from 2M to 6M visits/months • YouTube Subscribers increased by more than 200% • Twitter Follower increased by more than 100% • Online gross reach: over 300M views • Last but not Least: more than 2.000 videos were published under the hashtag #wireinander
- 16. AWARENESS CONSIDERATION EXPLORATION PURCHASE Consumers will like us. Consumers will want us. Consumers will prefer us. Consumers will commit to us. #WIREINANDER ✓ inform & convert STAR Campaign microsites for the four key target audiences DISPLAY STAR STAR STAR YouTube channel of TK STAR SEARCH campaign platform
- 17. Confidential & Proprietary + síla teaseru (Bumper ads)
- 18. Confidential & Proprietary + síla teaseru (Instagram)
- 20. Confidential & Proprietary Google Preferred delivers brand results Source: Google Brand Lift Meta Analysis, Oct 2014 – Jan 2015 With Google Preferred, brands got: 80.0% INCREASE in Ad Recall 94% of campaigns saw lift 17.4% INCREASE in awareness 63% of campaigns saw lift Hannah Hart, Comedy 1,800,795 Subscribers
- 22. Google Confidential and Proprietary 1 Billion / 40 % / 100 hours 1 Billion / 50 % / 300 hours
- 23. Google Confidential and Proprietary YouTube in the Czech Republic, Slovakia and Hungary Google Confidential and Proprietary 5,6M monthly users 2,6M monthly users >500M monthly views >1B monthly views >1B monthly views Source: YouTube internal data >2,5M monthly users
- 24. Google Confidential and Proprietary YouTube is not only used by majority of the younger and middle-aged population, but by big part of the older generation as well Source: ČSÚ, TNS YouTube profiling (06/2014), YouTube internal data Monthly viewership of YouTube within the population (percentage of population) 15 - 24 25 - 34 35 -44 45 - 54 55+ 1.1M 1.5M 1.7M 1.7M 2.8M Size of the population Viewership within the population 100% 96% 88% 80% 67% 22%
- 25. Google Confidential and Proprietary At least once a week, YouTube is used by 70% of the users in all age groups Source: ČSÚ, TNS YouTube profiling (06/2014), YouTube internal data Frequency of YouTube visits by age groups (percentage of YouTube users) daily weekly less often 15 - 24 25 - 34 35 -44 45+ 72% 40% 26% 22% 46% 38% 41% 43% 16% 19% 31%
- 26. Source: Digital Star Popularity Grows Versus Mainstream Celebrities by Susanne Alt, July 23, 2015, http://variety.com/2015/digital/news/youtubers-teen-survey-ksi-pewdiepie-1201544882/ Digital celebrity influence grows