Background
German television network DW released 4 pieces of video content between November 2018 and January 2019 to their DW Kick Off! YouTube channel, each with a European football focus.
Objectives
Secure coverage of the videos
Increase views of the video
Increase minutes watched for the channel
Achieve new and valuable subscribers
Strategy
Outreach was undertaken to football centric bloggers and websites, encouraging them to write about the video, share on their social media channels and ask readers to subscribe to the DW KickOff! channel.
Researching and putting together an extensive list of target sports related sites
Drafting an outreach template which included key campaign information
Individually contacting blogs and websites to sell in the story
Arrange placements on high profile football blogs and websites
Regular monitoring for new coverage and researching breaking news stories to encourage inclusion of the video
Daily reporting and final project evaluation
Campaign Results
20 pieces of coverage secured reaching over 9.6m monthly unique visitors
15 inbound links created to to the DW Kick Off! channel via coverage
22 Tweets to over 2m followers and 26 Facebook posts to over 20m followers
Highlights & coverage
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