The document outlines a content strategy for branding through online video, emphasizing the importance of creating 'hero', 'hygiene', and 'hub' content to engage audiences on platforms like YouTube. It highlights the need for emotional storytelling and compelling communication to connect with viewers, while also catering to their search needs for information and instructions. The framework encourages brands to align their content creation with marketing plans to effectively reach and inspire their target audiences.

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BRANDContent
Building
Through online video

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What makes a
Great Brand VDO?

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More
Than
Viral

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Hub
VIDEO CONTENT ARCHITECTURE
Hero
Hygiene

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User Behaviour on YouTube
Looking for answers
to questions
Search Browse
Looking to be entertained,
ready to be distracted
Be the most compelling
answer to the question
entertain and inspire through
emotional storytelling
Hygiene content Hero content

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Volvo Trucks
HERO

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what you want to communicate
about your brand, packaged in a
story which
• makes an emotional connection
• is memorable
• invites further participation
hero content
best practice principles for

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1. Funny
Toyota – Swagger Wagon 9.9M views
2. Sexy
Levi’s – Rear View Girls 7.4M views
(original video down)
3. Shocking
Carlsberg and Mentos 2.7M views
4. Unbelievable
5. Controversial 6. Geeky
PS3 – Michael 10.3M views
7. Illuminating
Samsung – HD Camera Trick 1.5M views
8. Random
Cadburys – Eyebrows 8.2M views
9. Zeitgeist
Nike – Write The Future 26.6M views
10. Cute
VW – The Force 44.3M views
11. Uplifting
Alphabet Photography 35.1M views
12. Moving
John Lewis, Christmas ad 4.1M views
DC Shoes - Gymkhana 30M views
Leicester NHS - Teenage Kicks
2M views in 2 weeks
Trigger emotion for great Hero content

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hero Life

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Hygiene content - what is it?
"With 1,000 million people watching YouTube, there are
millions who are just looking for instructions, information,
solid advice."
Hygiene content
what your target
market are
searching for
what your
brand has to
say

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The videos go into greater depth on the various technical specifications and
functionality of as well as providing videos of interest to specific target audiences.
The Hygiene Content Illustrates Product Benefits
Dynamic Steering video – 1M views Welcome To My Cab Webisode - 600k views

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Knorr Recipes
HYGIENEHow to…

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Millions of consumers are just looking for
instructions, information and solid advice

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Advertisers vs YouTubersattention/activity/reach
Time
act like an advertiser here
act like a
YouTuber
here

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Hero → Hygiene - Volvo trucks
Now you got my attention!

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HUB

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How good is
your channel?

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HUB
Hygiene content
be the most compelling answer
to the question
discovered through search
Hub
regularly updated destination
and
valuable and engaging content
worth returning to
subscribe - like - follow
Hero Content
entertain and inspire with
emotional storytelling
promoted through advertising

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Nike
HUB

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Hygiene/Hero/Hub in action, Nike Basketball
Hero – Just Fly Dunk
around 2.7M views
Hub/Hygiene
uploads regularly

25. Hub Content
Source: Google Internal Data

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2x
1x
Unsubscribed
TV
Build your HUB
Users who subscribe watch more of your content
Subscribed
Average Watch Time of Channel Content in Minutes
Source: YouTube Internal Data

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Hub
VIDEO CONTENT ARCHITECTURE
Hero
Hygiene

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Complimenting TV to further reach
Cost/GRP
Reach
VDO
TV

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HYGIENE
HUB HUB HUB HUB
Jan Mar May Jun Jul Aug Sep Oct Nov DecFeb Apr
HERO HERO HERO
Editorial Calendar to align with your Annual Marketing Plan
Tell better stories to the right people with the right content
Use the Hero Hub Hygiene framework to organize your
content creation
Hero Content
Large-scale, tentpole events
or “go big” moments that
drive awareness at scale
Hub Content
Regularly scheduled
“push” content around
customer passions
Hygiene Content
Always-on “pull” content
optimized to users’ intent
and interests

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How-to’s, Demos,
Customer Service Original Series, Success
Stories, Passions, and
Interests
Product launches &
seasonal campaigns
Align your content with your media buys and annual
marketing plan to engage the right audience
Hero
Multi-Channel Media
TV, Out of home, YouTube
Masthead, Engagement AdsHub
Targeted Media
TrueView In-Stream,
Engagement Ads
Hygiene
Intent based Media
TrueView In-Display,
Category Search

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thanks
Thank you