Title | SAMSUNG YOUTUBE TV |
Brand | SAMSUNG MOBILE |
Product/Service | SAMSUNG GALAXY S7 & S7 EDGE SERIES PRODUCTS |
Category |
B03. Talent: Digital & Social |
Entrant
|
JAMI Moscow, RUSSIA
|
Idea Creation
|
JAMI Moscow, RUSSIA
|
Media Placement
|
JAMI Moscow, RUSSIA
|
PR
|
JAMI Moscow, RUSSIA
|
Production
|
JAMI Moscow, RUSSIA
|
Credits
Alexander Stratilatov |
JAMI |
New Business Director |
Ilya Volkov |
JAMI |
Strategy Director |
Lara Gryazeva |
JAMI |
Strategist |
Ivan Dyachenko |
JAMI |
Creative Director |
Anastasiya Dunaeva |
JAMI |
Copywriter |
Vadim Ustyuzhanin |
JAMI |
Client Service Director |
Dzhamilya Shayhutdinova |
JAMI |
Account Director |
Gregory Rozanov |
JAMI |
Social Media Director |
Vitaly Tsygankov |
JAMI |
Art Director |
Mariya Kupriyanova |
JAMI |
Designer |
Sergey Maslennikov |
JAMI |
PR Director |
Artem Tsaregorodtsev |
Zebra Hero |
Creative Director |
Elena Samoylova |
Zebra Hero |
Creative Producer |
Dmitry Scherbakov |
Zebra Hero |
Creative Producer |
Elnara Yalaltdinova |
Zebra Hero |
Copywriter |
Yulia Frolova |
Zebra Hero |
Copywriter |
Andrey Paukov |
Zebra Hero |
Film Director |
Vladimir Vaulin |
Zebra Hero |
Film Director |
Dimitry Kornienko |
Zebra Hero |
Motion Designer |
Konstantin Melnikov |
Zebra Hero |
Producer |
Alexandra Homich |
Zebra Hero |
Producer |
Ekaterina Sutormina |
Zebra Hero |
Producer |
Andrey Dementiev |
Zebra Hero |
Producer |
Nataliya Agapova |
Zebra Hero |
Assistant Producer |
Elena Podolskaya |
Samsung Mobile Russia |
Marketing Communications Lead |
Svetlana Millina |
Samsung Mobile Russia |
Marcom and COOP Part Leader |
The Campaign
We suggested our client to replace flight shows on the YouTube-channel with a full long-term platform.
Idea: Samsung YouTube TV – a real television within YouTube, yet all the shows are chosen by viewers!
The main feature of all Samsung products is full personalization. That’s why the viewers were given an opportunity to choose the shows for the channel by themselves.
Creative Execution
The teasers of nine different shows were issued as targeted pre-rolls on YouTube. If the viewer had watched the video till the end, that show gained +1 vote. Thus we managed to use the common media tool in an unusual format.
In the begining we issued all the pre-rolls and channel's manifest.
We did real-time monitoring of all the data coming from the viewers of pre-rolls and chose five shows for shooting.
Starting from mid-September 2016 these shows were issued on Samsung Russia YouTube-channel.
Examples of shows:
1. Clipmakers’ Battle
Popular bloggers as video directors shoot video clips on smartphones for talented, but not yet popular music artists and bands.
2. Chronicles of Paranoid
Series of short films “Chronicles of Paranoid” – ironical stories about the ways of changing our life throughout technologies. The main feature of this format – native product placement.
1) 40.000.000+ views, 630.000+ likes and 180.000+ new subscribers of the Samsung Russia channel and still counting.
2) 38.000.000+ reach (YouScan mentions base + succession between social networks + Agora Barometer), 44% of the Russian Internet users.
3) Samsung Russia was named No. 1 YouTube Brand by Subscribers, No. 1 YouTube Brand by Uploaded Video and the Fastest-Growing YouTube Channel in Russia (Source: Socialbakers reports, September & October 2016).
4) Current Samsung YouTube TV project (SYTV, Jul 8, 2016 - Dec 31, 2016, Russia) VS previous Samsung YouTube-channel project Battle of Bloggers 2 (BB2, Apr 10, 2015 - Jul 14, 2015, Russia) stats overview demonstrates that SYTV brought 6 times more views than BB2 and average view duration increased 2.2 times.
During implementation of the Samsung YouTube TV project according to our viewers' wishes we managed to produce five different shows for the Samsung Russia YouTube-channel.
All of these shows turned out to become very popular among the millenials and Generation Z audience.
One of the clips from the Clipmakers' Battle show TATARKA — ALTYN already hit 27+ mln views on YouTube and was even shown on TV.
Chronicles of Paranoid series is a sort of the Russian version of the famous Black Mirror series. Total amount of views of the three episodes reached almost 2 mln views for now.
Target Audience: the millennials and Generation Z.
We defined the topics, that were interesting to our target audience: travelling, games, music, technology, series, etc.
Then we launched nine short pre-rolls, where famous bloggers pithed ideas of future shows to the audience. If the viewer had watched the video till the end, the show gained +1 vote.
As a result, five shows got to the finals due to the number of views, duration of the view and the number of channel visits. The episodes of these shows were shot and issued on air. Every show had cross-media interactive communication with viewers.