Our proposition was to produce 2 pieces of original video content per week throughout the 2015/16 season along with community management and audience development across Tottenham Hotspur’s Official YouTube Channel.
We assigned a dedicated team to look after the project on a day-to-day basis with our senior team overseeing the contract. Working closely with the internal teams at Spurs we came up with ongoing content plans, using our knowledge of the platform to create content we knew would drive traffic and engagement.
On top of the weekly video content we were constantly engaging with the audience on the channel, driving conversation and feedback on the content being produced. This was fed back into the creative process and help refine the type of content on the channel. In particular we identified key players and formats that resonated with new and existing fans of the channel and the team.
The results have been amazing, with all figures across the board being higher than the same period in the previous season. In particular watch time was up over 40%, average view duration was up 15%, Subscribers up over 17% and revenue was up 30%.