-------- CASE STUDY --------
Increasing Views on Under Utilized Social Media Platforms
YouTube Views
With many emerging social media platforms and so few members on the marketing team, STX had to decide which platforms to invest in. From 2015-2019, STX focused on Instagram and as a result fell behind on YouTube. Smaller companies had become a threat as they leveraged the platform to make themselves serious competitors. In August of 2019, STX launched a year long campaign to increase YouTube viewership.
01_SUMMARY
Met women's viewership goal 6 months early
Gained valuable insight on the type of content to produce
Increased channel subscriptions
02_HIGHLIGHTS
For roughly 5 years Instagram dominated STX's time and efforts. Meanwhile competitors had revved up their efforts across the board and were rapid going from "ankle biters" to serious competitors all due to their online presence. During talks to purchase one of these brands STX realized just how much they had ignored platforms, like YouTube, and decided to make a push to try to increase their viewership on the website. Their goal was to increase views on their men's channel by 500,000 and on their women's channel by 300,000. The team had exactly one year to achieve the lofty goal.
03_CHALLENGE
While a new challenged emerged, STX's old challenge of minimal manpower did not. To make the most efficient use of time, STX first analyzed the current channel content along with competitor's to see what performed best. The focus was to only produce video that would resonate with the core consumer. In the past STX had used a blanket strategy, everything that was done for men's lacrosse was done for women's lacrosse as well. During analysis, they found that these two categories had very different viewing desires. While men preferred collegiate content, women viewers wanted improve their own abilities with tutorials.
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STX also focused in on paid promotion and putting money behind the videos that were best poised to succeed. For example, content about women's athlete, Michelle Tumolo, always did well. They combined an interest in the athlete with an interest in the topic and produced a "Michelle Tumolo Stick Trick Tutorial". After paid promotion was put behind it, the video gained nearly 30,000 additional views.
Consistent posting of relevant videos also resulted in a spike in subscribers. STX gained over 1,000 new subscribers for each channel respectively. Half way through the campaign STX Women's Lacrosse had surpassed the goal of 300,000 views. STX Men's Lacrosse had 380,000 views and is over 3 months ahead of schedule to meet the 500,000 goal by the end of the year.
04_SOLUTION