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BRAND

Content

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

HYGIENE How to…

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

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Advertisers vs YouTubers at

tent

ion/

activ

ity/r

each

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

Reac

h

VDO TV

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HYGIENE

HUB HUB HUB HUB

Jan Mar May Jun Jul Aug Sep Oct Nov Dec Feb 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

Video Content Strategy Hero, Hub, Hygiene Opportunity

How to customize: For more details on Hero, Hub, Hygiene and video content strategy, see the brand creator playbook at YouTube Brand Partner SaleHub page.

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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 Ads

Hub

Targeted Media TrueView In-Stream,

Engagement Ads

Hygiene Intent based Media TrueView In-Display,

Category Search

Video Content Strategy Hero, Hub, Hygiene Value Prop

How to customize: For more details on Hero, Hub, Hygiene and video content strategy, see the brand creator playbook at YouTube Brand Partner SaleHub page.

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