“Knowing which creators will hold viewers’ attention across multiple videos is an opportunity to win big with binge viewership.”
Matthew Ward, Director of Strategy at Portal A
Portal A is a well established digital content agency that focuses on original and branded content. Since their launch in 2005, the company has produced hundreds of video campaigns and series – from original shows starring top creators and celebrities, to music videos, comedy shorts, documentaries, branded content campaigns, and much more, with all the content they create living on digital platforms like YouTube, Instagram, Snapchat and more.
Digiday recognized Portal A’s efforts, awarding them Video Agency of the Year and Content Agency of the Year in 2019 and 2018, respectively.
When working with brands (including Google, Clorox, Lenovo, Amazon, HBO, Universal Pictures, and more), the team at Portal A team knows that creating work that will break through to the target audience, reflect the talent’s voice, and deliver on a brand’s expectations requires an immense amount of planning, driven by data, strategic insights, and fantastic creative.
Read on to learn how Portal A used Tubular in their Jedi Challenges campaign with Lenovo.
Portal A’s created breakthrough branded content with Lenovo
Lenovo approached Portal A with the goal of creating a video campaign for Star Wars: Jedi Challenges, an augmented reality experience that lets players fight like Jedi (lightsabers and all). Specifically, Lenovo wanted to work with YouTube creators whose audiences were predominantly 13-24-year-old males, and who would be interested in the gameplay and could create authentic content featuring the product.
By using Tubular Intelligence product, Portal A created a Talent Index that looked at creator channel growth rate over 30 days, audience demographic breakdown, audience sentiment around prior branded content, and other key metrics (including their own qualitative assessment of their content).
Related reading: Learn how Portal A drives high-impact content for its other brand partners
Using this framework, Portal A identified a list of creators who had strong channels on an upward trajectory, appealed to the audience Lenovo wanted to speak to, and provided a safe, welcoming place for brand messaging to live.
From there, Portal A used Tubular’s “Audience Also Watches” feature to identify two creators whose fan bases shared affinities and would be most likely to click through to watch both creators’ videos. The studio knew this approach would promote lean-forward viewing, longer watch time, and make the messaging significantly more effective.
Audiences of creators Chad Wild Clay and Guava Juice were found to be 50.2x more likely to watch both pieces of content — and were successfully engaged to join the program.
Overall, the content produced by Portal A included 13 total videos across major social platforms, generating millions of organic views and 100K social engagements. It also recorded more than 250K viewers directly clicked through to watch both videos, and the average ‘Like’ ratio of the videos was 97%, speaking to how much the branded content resonated with the audience.