River MonstersCampaign

Presented by:Rodolphe Kodderitzsch

Julie KohnChristina Garcia

Goals

• Drive tune in for the premiere of Season 3: River Monsters

• Create an engaging experience that was tailored to the YouTube community

• Drive virality & social buzz around the show

River Monsters Engagement Program

Remarketing& Promoted

Videos

In Video Overlay

Mobile In Stream

Masthead

Drive video views on the Animal Planet Channel

Key Metrics

The campaign generated 80M+ impressions

1.1M+ channel views and

930K+ video views.

The River Monsters campaign

generated 930K+ views

and 840+ comments for the videos featured on youtube.com/rivermonsters

*Based on insights data from 4/3-4/24

740+ people liked the videos &

240+ people marked one of the videos as their favorite

*Based on insights data from 4/3-4/24

Deep Dive: Discovery

Man vs. Giant Salamander

Related Videos Pattern22.5% of the views for the videos featured on the

mimicry page came from related videos.

Man vs Giant Salamander

Alien Fish

Ball Buster

Flesh Ripping Eels

Swimming Chainsaw

Users spent an average of

3:45 min on the site.

Length of mimicry: 35 seconds

40% of users who visited the page watched the entire mimicry

execution

39% of users who started to watch the mimicry video, watched at least one of the other videos

1,651 users subscribed to Animal Planet’s channel.

That’s 1,651 users that you can continue to talk to.

*4/3-5/1

Sharing the monsters and more

1,490

143

5,179 visits to brand channel

4,577 visits to River Monsters Site

*4/3-5/1

How does this stack up against other mimicry pages?

594K Views

477K Views

72K Views

4M Views

YouTube users exposed to the masthead were 1170% more likely to take a desired action (trailer view, brand search, site visit, etc.). This was 4X the TV industry average of 255%!

The masthead resonated most with males 18-24 & 35-44.

Masthead drove users to mimicry

The masthead drove a lift to the mimicry page that was 5X the TV industry average of 273%.

Users who saw the River Monsters masthead were 1409% more likely to visit the mimicry page.

Masthead drove users to view videos

Users who saw the masthead were 331% more likely to watch a River Monsters video.

The masthead drove a lift in River Monsters video that was 3X the TV industry average of 97%.

Tying it all together

Animal Planet's "River Monsters" Catches 1.6 Million Viewers in Third Season Premiere

• #1 Non Fiction Program among M18-49 in timeslot

• Most watched prime telecast since Season 3 Finale of Whale War

• 17% increase in W25-54

Future Learnings

• Ample planning period

• Customize experience for YT community

• Access to Talent

• Use YT URL for Skippable ads

• Policy/legal for mimicry

The Future...

Appendix

The channel itself has 1.1MM+

views

Media OverviewAd Impressions Clicks

Masthead 28M 282K

Promoted Videos 22M 120K

In Video 15M 51K

Value Add Display 7M 2K

Mobile In Stream 3M 50K

Skippable 3M 90K

Remarketing Display 2M 3K

TOTAL 80M 590K

TimelineJanuary 2011:

Creative BrainstormApril 3, 2011:

Media Launches

March 31, 2011: Mimicry Launches

April 10, 2011:Masthead Launches

April 3, 2011

Generating Awareness

199K views

196K views

265K views

154K views

120K views