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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