Deciding on your YouTube social media strategy? This marketing strategy will help you understand how to sell to brands and which content to create for them.

1. YOU ARE DOING IT WRONG
YouTube Brand Strategy

2. YOUTUBE ISTHE SECOND-LARGEST
SEARCH ENGINE INTHE WORLD
AND HAS OVER ONE BILLION
UNIQUEVISITORS EACH MONTH
…but brands are underutilising it.

3. HERO,
HUB &
HYGIENE
A cheat sheet content strategy

4. THETHREE PRONGED APPROACH
OUTLINESTHETYPES OFVIDEOS
YOUTUBE RECOMMENDS BRANDS
CREATE FORTHEIR CHANNELTO
GROW ORGANICVIEWERSHIP AND
SUBSCRIBERS.

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

6. While many brands have incredibly
large Facebook communities, their
average engagement rate (comments)
pales in comparison to that ofYouTube
at a rate of
20:1

7. 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

11. CASE STUDY ONE
Football

12. 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

13. 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.

14. 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

15. HYGIENE CONTENT

16. CONCLUSION
Nike 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.

17. CASE STUDYTWO
Trucks

18. 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 toVolvo’sYouTube 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

19. 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’sTruck Report” spotlights differentVolvo
models.These video series have also proven highly effective forVolvo, netting
approximately 500,000 view per episode fromVolvo’s target customer
https://www.youtube.com/watch?v=krQEinPk1ds&list=PLKFJ3tQvdojSny9VMFeTfrh6Pv0logxmR

20. 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 useVolvo trucks for the rest of
their lives.

21. CONCLUSION
Volvo’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
greatYouTube channel. Brands can curate greatYouTube 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-ClaudeVan
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.

22. 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

23. 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

24. For more information contact us
brent@spillly.com
www.growingpains.biz