A YouTube strategy to grow global brand equity
Wavin Group is the world leader in plastic pipe systems for residential, non-residential and civil engineering projects, specialising in water management and drainage systems. Established over 60 years ago, today Wavin operates in over 40 markets with 12,000 employees. Wavin turned to Dept to help further develop its reputation on an international scale by utilising YouTube.
Unlocking brand potential
A multinational corporation, Wavin operates across both B2B and B2B2C models, with various product groups relating to civil engineering. Wavin operates in a niche market where the decision-makers are also engrossed in the trade with granular level knowledge. To win the reach and attention of wholesalers and installers, a highly strategic approach was taken that involved speaking to them in a relevant and skilled way.
With a goal to reach and engage target groups, Wavin started producing videos and publishing on YouTube using country channels, without any structure or marketing distribution strategy. The video content was growing exponentially, yet it wasn’t gaining a high viewership. Wavin turned to Dept to unlock the brand’s full potential on YouTube by revamping its channel and increasing organic search. The digital strategy Dept developed copes with its audience’s needs for speciality content, and solves pain points around access.
Structuring a fluid user-experience
Dept did a deep dive into Wavin’s digital footprint, reviewed brand platforms and previous marketing campaigns. Dept unearthed some issues that could potentially impede the user’s experience in interacting with Wavin’s content. To ensure Wavin is set up to thrive in today’s digital age, Dept created a user-journey roadmap.
Dept gained insights on consumer behaviour and was able to find out who the potential consumers were, where to find them and what they were looking for, to add value.
To define a valuable video strategy, the focus isn’t just on the videos, but all the touchpoints that potentially influence consumer behaviour. Creating good quality content is one, but it doesn’t necessarily mean consumers are able to find it. Therefore, an ecosystem of content and channels should be formulated. Dept selected the relevant touchpoints that best fit the brand and target groups. The penultimate step was to go out and find new touchpoints that add up to the hygiene mix of YouTube and social media channels. Finally, Dept carefully connected all of the channels to tell a coherent story, and find the core audience within their own natural (digital) habitat.
Strategically Surfacing the best video content
The triple ‘H’ approach
To segment Wavin’s videos for different products, markets and audiences, Dept utilised Google’s ‘Hero, Hub, Help’ framework.
Using this approach, videos were structured across 13 of Wavin’s markets and curation for particular audiences. Dept ensured the content can be easily navigated by subscribers, as well as more visible through organic search. Subsequently, all Wavin YouTube channels across each market followed this content pyramid:
- Hero: large-scale tent-pole events or ‘go big’ moments designed for broad awareness. This content builds up visitor numbers; it can boost the corporate brand in the short term, thus, increasing subscribers.
- Hub: regularly scheduled ‘push’ content designed for your prime prospect. Hub content ensures visitors keep returning. This type of content should not be combined with commercial content, but it should intermix useful videos for segmented target audiences. Good hub content is likely to generate response and allows the brand to generate new content ideas for all three categories.
- Help: content consumers who know about your brand/service will go to for answers. This hygiene content ensures good visibility in search engines; fuelling a stream of new visitors and linking to the hub content to entice engagement. It encourages repeat traffic, boosted by offering users to subscribe to a newsletter, based on content that suits them. Above all, hygiene content creates insight into what is trending.
hero, help & hub
As part of the content restructuring, Dept set up a better measurement framework to ensure the analytics are tracked and Wavin is informed about the performance of its videos over time. As the videos were organised in hero, hub and help categories, they were also optimised for SEO using a method developed internally at Dept. In doing so, Wavin was positioned to gain more effective organic reach for its video content. This tactic not only improved consumption of the videos, but also ensured they were presented in front of the right audiences for each of the markets.
Best-in-class content experience
Dept successfully honed Wavin’s presence on YouTube to create a best-in-class content experience that embodies the company’s industry authority. Dept worked with Wavin on a consultancy basis to audit its online brand presence and lay the foundation for its internal marketing teams to take over and succeed. This was delivered by tackling the three objectives of creating a structure on YouTube, developing a video style guide, and optimising content.
The hero-hub-help strategy requires divisions to work closely together. Social media managers, content producers, and web analysers must repeatedly come together to share their insights. This creates a mutual feeling of responsibility for the overall content marketing process, encouraging the internal team to continuously change and react for an efficient strategy.
A video playbook was created as a practical guideline, documenting all steps that local teams can go through to create video based on the hero, hub, help content framework. It also educated managers on the process of uploading it to their YouTube channel and how to optimise it for SEO.