This is what happy winners look like: from left to right: Alexander Wolf (390°), Tinus Reichardt (Bosch Home Appliances), Undine Lory (Bosch Home Appliances), Philip Günther, Kassian Goukassian (both 390°).
Let’s take a quick look back. It’s March 9, 2021, a cool but clear morning in Kiel. It’s 9:03 a.m., and for the first time, we heard the words: “And... action!”. This cue from our director marked the start of many shooting days in our Bosch YouTube studios that would follow over the next year and a half. Since then, over 50 YouTube videos have been produced, totaling around 300 minutes. That’s about 2 Tarantinos. 😉
Since 2019, we have been supporting Bosch Home Appliances in the strategic development of their brand-owned YouTube channel. This includes channel and content strategy, as well as channel management and video production. The productions are carried out in studios specifically designed for Bosch YouTube at our agency partner Falkemedia in Kiel.
The formula for success includes a highly data-driven production process, an authentic presenting duo, and a studio designed specifically for YouTube. The new, engaging YouTube-first formats reached over 20 million views in 2021 and brought the Bosch YouTube channel a watch time of 2.3 million hours – an increase of 250% compared to the previous year. This watch time is equivalent to over 9 million consultations of 15 minutes each in retail stores.
When asked for one final piece of advice for those working on a content strategy, Undine Lory recommended, above all, having staying power. Even if quick wins are possible, sustainable A YouTube strategy is more of a marathon than a sprint. YouTube video production is characterized by continuous optimization and improvement. That is also what makes the project so exciting.
And this persistence pays off. The Bosch brand has succeeded in gaining authority over its own product topics on YouTube.
How much energy does a dryer use? And what should I look for when buying a refrigerator? Bosch provides the answers on its YouTube channel, which was completely relaunched in 2021. With videos that place the diverse needs of millions of users at the heart of the narrative. These videos are true evergreens and anything but one-hit wonders. We achieve top rankings in organic YouTube searches for terms like "refrigerator," "washer-dryer," or "laundry symbols." Why not try it out for yourself?
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The German Brand Award is the accolade for brands and their creators. Its goal is to make brand success visible. The jury members and organizers of the German Brand Award are independent, and the criteria are communicated transparently. With a gross reach of over 315 million contacts, it is one of the most prestigious brand awards in Germany. The broad positive response from companies, agencies, and service providers, as well as over 1,200 submissions, demonstrates the immense interest in recognizing excellent brand management.
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