2. 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
3. River Monsters Engagement Program
Masthead
Remarketing
Mobile In & Promoted
Stream Videos
In Video Overlay
Drive video views on the Animal Planet Channel
5. 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
6. 740+ people liked the
videos &
240+ people marked one of
the videos as their favorite
*Based on insights data from 4/3-4/24
8. Related Videos Pattern
22.5% of the views for the videos featured on the
mimicry page came from related videos.
Man vs Giant Salamander Ball Buster
Alien Fish
Flesh Ripping Eels
Swimming Chainsaw
9. Users spent an average of
3:45 min
on the site.
Length of mimicry:
35 seconds
10. 40% of users who visited the page
watched the entire mimicry
execution
11. 39% of users who started to
watch the mimicry video, watched
at least one of the other videos
12. 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
13. 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
14. How does this stack up against other
mimicry pages?
477K 594K 72K 4M
Views Views Views Views
15. 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.
16. Masthead drove users to Masthead drove users to
mimicry view videos
The masthead drove a lift to
Users who saw the masthead
the mimicry page that was
were 331% more likely to
5X the TV industry average
watch a River Monsters video.
of 273%.
Users who saw the River The masthead drove a lift in
Monsters masthead were River Monsters video that was
1409% more likely to visit 3X the TV industry average
the mimicry page. of 97%.
18. 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
19. Future Learnings
• Ample planning period
• Customize experience for YT community
• Access to Talent
• Use YT URL for Skippable ads
• Policy/legal for mimicry
23. Media Overview
Ad 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
24. Timeline
January 2011: April 3, 2011:
Creative Brainstorm Media Launches
Generating Awareness
March 31, 2011: April 10, 2011:
Mimicry Launches Masthead Launches
