As Hulu, Netflix, and Disney+ created original content for multiple platforms, DIRECTV wanted to launch its own internal, organic and original content machine, in order to stay in the conversation, and for the right reasons- to reach a wider audience and keep potential customers engaged.
However, The DIRECTV YouTube channel’s content consisted mostly of subscriber package advertisements and customer help videos. Engagement was almost non-existent and the flow of content was relatively dormant.
Rhodes Creative Group developed a compounding, multi-tiered strategy utilizing original YouTube videos and promotional cross platform content shot over the course of 3 studio shoots:
STEP #1
The first goal was getting the DIRECTV YouTube Channel back on subscribers’ feeds and our videos recommended to potential new followers. To do so, RCG came up with 5 original concepts centered on trending conversation topics featuring 10 reality stars and social media influencers (Ika Wong, Demetres Giannitsos, Arisce Wanzer, Mike Mulderrig, Morgan Willett, Brett Robinson, Kyra Green, FacesByBravo, Jeff Epstein, and Plastic Martyr in repeatable skits driven by keyword strategy and SEO gaps. From the three day studio shoot, RCG delivered a total of 18 2-4 minute YouTube videos along with over 80 supporting social videos for Instagram and Twitter posts. RCG executed the entire on-handle publishing strategy to align with DIRECTV’s priority television show premiere dates over the course of 3 months.
STEP #2
With the stimulation of DIRECTV’s channel, RCG honed in on content the audience resonated with to increase watch time percentage of individual videos as well as expanded discoverability beyond Instagram and Twitter by also creating content specifically for TikTok and YouTube Shorts. Focusing on DIRECTV’s largest subscriber base of sports fans, RCG produced a two and a half day shoot with former pro-football players (Mark Sanchez, Joe Haden, Golden Tate, Jordan Palmer), sports commentators (Joy Taylor, Cynthia Frelund), Jenny Taft), and comedian J.D. Witherspoon for a total of 14 YouTube videos promoting NFL Sunday Ticket, subscription packages housing Regional Sports Networks as well as singular entertainment watch opportunities.
STEP #3
Beyond building awareness and sales, RCG is helping improve brand affinity by upgrading the user experience for current and potential DIRECTV customers. We came up with fun ways to demonstrate hardware and software such as how to program DIRECTV’s Satellite DVR with their Genie Remote. To do this RCG worked with top tier talent from DIRECTV’s second largest consumer interest, reality shows. Capitalizing on the congregation of “Bravolebrities” during 2022’s BravoCon in New York City, our cast of 8 (Clare Crawley, Dorinda Medley, Captain Lee, Ciara Miller, Venita Aspen, Jill Zarin, Justin Sylvester, and Ryan Bailey) shot enough footage to create over 100 pieces of content to support the resulting 13 YouTube videos.
The campaign generated 11.5 million impressions on YouTube and drove approx. 7,400 clicks from YouTube to .com. Video retention rate grew 300% in just three months from the beginning of the campaign and collectively across all platforms (YouTube, YouTube Shorts, Instagram, Twitter, TikTok) SCNS was 93.98%.
