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The Running Channel is the home of runners. Their YouTube channel has over 14 million video views and the team have created partnered content with global brands such as Garmin and Zwift.
Ventura were approached to help The Running Channel reach their subscriber goal, increase members of their Facebook Group and provide digital support on paid social media and YouTube advertising.
Following an initial workshop with The Running Channel team, Ventura developed three target personas within the running community, using these ideas as a foundation to build targetable interest-based audiences within Facebook and YouTube.
Initially, a number of tests were conducted to trial messaging and creatives for paid social campaigns, with Ventura and The Running Channel adapting to unprecedented turns of events in 2020 and aligning campaigns to reflect this. Ventura suggested clips for video assets, created custom landing pages on The Running Channel’s website and managed budgets to ensure The Running Channel’s return on investment remained positive and the user journey to subscribe was as simple as possible.
Ventura recognises that the quality of the new subscribers is important to The Running Channel, this is so the subscriber becomes loyal to the brand, participating in the community and maintaining The Running Channel’s high view rates on YouTube.
Throughout the retainer, YouTube video ads are constantly undergoing tests, with Ventura reporting weekly on the performance of individual video campaigns and creating a Google Data Studio dashboard for the client to check in on at any time.
In order to gain high-quality subscribers at a low cost, Ventura have designed, set up and implemented online competitions for The Running Channel. Other lead generation campaigns have also performed well, not only in gaining YouTube subscribers but also increasing The Running Channel’s email subscribers
Consistent monitoring by Ventura’s in-house team lead to high engagement rates and low cost per subscriber throughout the period of the campagin. Best-in-class management also ensures no media spend budget is wasted and low CPM’s across channels can be utilised
Ventura have designed landing pages and creatives for The Running Channel’s campaigns, optimising best-performing assets and testing messaging throughout in order to gain insights for subsequent campagins