Data-driven recommendations on leveraging YouTube and top influencers across Europe
CokeTV is Coca-Cola’s “always-on” content channel on YouTube. It is hosted by YouTube influencers in an effort to drive teen recruitment for the brand. The goal is to place the brand in the hands of today’s YouTube generation – young soda drinkers – by reflecting their interests and communicating with them on a regular basis.
CokeTV started as a pilot in Germany in 2014. The success of the pilot has led to consumer acceptance across Western Europe, with CokeTV being launched in four other markets this year. A roll-out is planned for six more markets next year. The YouTube landscape in these eleven different markets is highly localized and unique, despite that the fact that YouTube appears to be a global phenomenon.
The success of the “YouTuber” phenomenon is based on (the illusion of) proximity to famous YouTube creators, and as YouTuber relevance becomes even more localized, the content needs to have maximum authenticity and look like YouTuber-created content. TD Reply´s ongoing support and data-driven recommendations on how to manage YouTubers to ensure better integration of CokeTV in the local YouTube landscape have proven to be extremely beneficial and actionable for the client. This has also laid the foundation for a content and connections strategy based on optimal budget allocation.
- To become the most efficient and effective digital teen engagement program across Western Europe
- To stay relevant and contemporary within existing markets
- To create a touchpoint that continuously connects teens with Coke on the go and has the potential to bridge the gap between brand loyalty and sales
- The content format of CokeTV not only has YouTube hosts but also guest YouTube influencers who appear every so often. It is quite a challenge to figure out which YouTube star should host the channel and who should appear as guests. Within the budget constraints, what is the best combination of hosts and guests for each individual channel in each market?
- Questions around content, such as: How local do the channels have to be? Should the content concept and set-up for the four big markets stay the same? When does it need to be refreshed?
- Should CokeTV stay localized or can there be overlaps across markets?
TD Reply used a multi-method approach to assess the potential of CokeTV hosts and channels. Our seed network consisted of over 2,000 channels across all markets that helped identify the content clusters to give a deeper understanding of the YouTuber landscape in the individual markets. Analysis of such rich datasets generated an understanding of YouTubers’ posting behavior and how they interact with other YouTubers.
We were able to create a TD Reply YouTuber Power Matrix founded on the dual pillars of reach and connectivity: What was the reach and the connectivity score of each individual YouTuber in the specific market? These scores led to actionable recommendations for each market. The data also yielded information about the posting patterns and behavior of these YouTube stars, according to the different content types across local markets.
Further research into YouTuber behavior led us to take a deep dive into our key KPIs, using our weekly and monthly reporting as a foundation for analysis. Hours of data pulling and statistical modeling built on multiple variables led us to cluster the key KPIs according to the different lifecycle stages of the markets. We can now very clearly state which KPI is the most critical to steer in which market in order to achieve the greatest impact. This has made a tremendous contribution toward laying the foundations for a content and connections strategy as well as optimizing the budget across the various channels.
The end result was a brand guide enabling Coke to leverage YouTube as a channel and make use of the top YouTubers in eleven different markets across Europe. This translates into top YouTuber recommendations for CokeTV; potential collaborations with other YouTubers; and knowledge about how often to publish the content and how long that content should be, in each content category across all markets. Our KPI modeling generated increased understanding of the YouTube KPIs that are most relevant for CokeTV – such as organic teen exposure – and how we can steer management and operational decisions in order to grow these KPIs.