HGTV saves $1 Million in Marketing Costs using Tubular Data!
Business Challenge
- HGTV needed to reach Millennial audiences without the use of any paid media.
Digital Video Strategy
- Using Tubular data, HGTV were able to determine Millennial content preferences, and discovered DIY as the #1 home and garden topic of interest.
Key Benefits
- Tubular data helped HGTV save estimated $1M+ in marketing costs (normally needed to get this level of engagement)
Critical Business Objective
HGTV needed to organically reach Millennial audiences and sought to discover what types of content would resonate with this demographic on YouTube. They aimed to grow their younger subscriber base without the use of any paid media.
Integration & Implementation of Tubular Data
Tubular analyzed Millennial content preferences, and discovered DIY as the #1 home and garden topic of interest. Tubular shaped HGTV’s content strategy by:
- Benchmarking the performance of DIY channels of interest to discover the best talent for HGTV
- Finding 3 new channels of interest through channel prospecting 31% of subscribers came directly from partnership with influencer (discovered through Tubular)
- Discover SimpleDIYs, a channel now featured on the HGTV Handmade channel
Using Tubular data, HGTV successfully casted content creators, launched the “Handmade” YouTube Channel, and tracked their video campaigns on a weekly basis
Results with Tubular
- Successfully extended Handmade brand to Millennials
- Tubular data helped HGTV save estimated $1M+ in marketing costs (normally needed to get this level of engagement)
- 88% of fan base is under 35
- 44% of fans are female 18-24
