River MonstersCampaign    Presented by:Rodolphe Kodderitzsch      Julie Kohn   Christina Garcia
Goals• Drive tune in for the premiere of Season 3:  River Monsters• Create an engaging experience that was  tailored to th...
River Monsters Engagement Program                     Masthead                                       Remarketing   Mobile ...
Key MetricsThe campaign generated 80M+ impressions1.1M+ channel views         and 930K+ video views.
The River Monsters campaign            generated 930K+ views                 and 840+ comments                for the vide...
740+ people liked the                  videos &        240+ people marked one of         the videos as their favorite*Base...
Deep Dive: Discovery      Man vs. Giant Salamander
Related Videos Pattern 22.5% of the views for the videos featured on the        mimicry page came from related videos.    ...
Users spent an average of    3:45 min       on the site.   Length of mimicry:      35 seconds
40% of users who visited the page   watched the entire mimicry           execution
39% of users who started towatch the mimicry video, watchedat least one of the other videos
1,651 users subscribed to        Animal Planet’s channel.       That’s 1,651 users that you        can continue to talk to...
Sharing the monsters and more           1,490           143           5,179 visits to brand channel           4,577 visits...
How does this stack up against othermimicry pages? 477K      594K      72K       4M Views     Views     Views    Views
YouTube users exposed to the masthead were1170% more likely to take a desired action(trailer view, brand search, site visi...
Masthead drove users to       Masthead drove users to        mimicry                     view videosThe masthead drove a l...
Tying it all together
Animal Planets "River Monsters" Catches1.6 Million Viewers in Third SeasonPremiere • #1 Non Fiction Program among M18-49 i...
Future Learnings• Ample planning period• Customize experience for YT community• Access to Talent• Use YT URL for Skippable...
The Future...
Appendix
The channelitself has1.1MM+  views
Media Overview        Ad             Impressions   Clicks      Masthead            28M        282K  Promoted Videos       ...
Timeline   January 2011:                      April 3, 2011:Creative Brainstorm                  Media Launches           ...
199K views196K views265K views154K views120K views
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Animal planet river monsters cross platform impact study

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Animal planet river monsters cross platform impact study

  1. 1. River MonstersCampaign Presented by:Rodolphe Kodderitzsch Julie Kohn Christina Garcia
  2. 2. Goals• Drive tune in for the premiere of Season 3: River Monsters• Create an engaging experience that was tailored to the YouTube community• Drive virality & social buzz around the show
  3. 3. River Monsters Engagement Program Masthead Remarketing Mobile In & Promoted Stream Videos In Video Overlay Drive video views on the Animal Planet Channel
  4. 4. Key MetricsThe campaign generated 80M+ impressions1.1M+ channel views and 930K+ video views.
  5. 5. The River Monsters campaign generated 930K+ views and 840+ comments for the videos featured on youtube.com/rivermonsters*Based on insights data from 4/3-4/24
  6. 6. 740+ people liked the videos & 240+ people marked one of the videos as their favorite*Based on insights data from 4/3-4/24
  7. 7. Deep Dive: Discovery Man vs. Giant Salamander
  8. 8. Related Videos Pattern 22.5% of the views for the videos featured on the mimicry page came from related videos. Man vs Giant Salamander Ball Buster Alien Fish Flesh Ripping Eels Swimming Chainsaw
  9. 9. Users spent an average of 3:45 min on the site. Length of mimicry: 35 seconds
  10. 10. 40% of users who visited the page watched the entire mimicry execution
  11. 11. 39% of users who started towatch the mimicry video, watchedat least one of the other videos
  12. 12. 1,651 users subscribed to Animal Planet’s channel. That’s 1,651 users that you can continue to talk to.*4/3-5/1
  13. 13. Sharing the monsters and more 1,490 143 5,179 visits to brand channel 4,577 visits to River Monsters Site*4/3-5/1
  14. 14. How does this stack up against othermimicry pages? 477K 594K 72K 4M Views Views Views Views
  15. 15. YouTube users exposed to the masthead were1170% more likely to take a desired action(trailer view, brand search, site visit, etc.). Thiswas 4X the TV industry average of 255%!The masthead resonated most with males18-24 & 35-44.
  16. 16. Masthead drove users to Masthead drove users to mimicry view videosThe masthead drove a lift to Users who saw the mastheadthe mimicry page that was were 331% more likely to5X the TV industry average watch a River Monsters video.of 273%.Users who saw the River The masthead drove a lift inMonsters masthead were River Monsters video that was1409% more likely to visit 3X the TV industry averagethe mimicry page. of 97%.
  17. 17. Tying it all together
  18. 18. Animal Planets "River Monsters" Catches1.6 Million Viewers in Third SeasonPremiere • #1 Non Fiction Program among M18-49 in timeslot • Most watched prime telecast since Season 3 Finale of Whale War • 17% increase in W25-54
  19. 19. Future Learnings• Ample planning period• Customize experience for YT community• Access to Talent• Use YT URL for Skippable ads• Policy/legal for mimicry
  20. 20. The Future...
  21. 21. Appendix
  22. 22. The channelitself has1.1MM+ views
  23. 23. Media Overview Ad Impressions Clicks Masthead 28M 282K Promoted Videos 22M 120K In Video 15M 51K Value Add Display 7M 2K Mobile In Stream 3M 50K Skippable 3M 90K Remarketing Display 2M 3K TOTAL 80M 590K
  24. 24. Timeline January 2011: April 3, 2011:Creative Brainstorm Media Launches Generating Awareness March 31, 2011: April 10, 2011: Mimicry Launches Masthead Launches
  25. 25. 199K views196K views265K views154K views120K views
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