Photo

An unusual role of a well-known communication platform for establishing a dialogue with Millennials

Client:
TELEKOM SLOVENIJE

As Millennials are difficult to reach with classic marketing communications, Telekom Slovenije, supported by the Renderspace inbound marketing team, set itself the goal of setting up a more contemporary communication platform.

A vlog that communicates the brand offering through content young people want to consume

This long-term communications project created a new medium on a classical communication channel. It enables the brand to stay continuously in touch with Millennials and enable two-way conversations via subtly-labelled content.

Photo
NekiNeki channel logo
Video

A NEW ROLE OF THE YOUTUBE CHANNEL

In Slovenia, brands tend to use YouTube as a repository of video clips instead of treating it as a social network. NekiNeki took advantage of that fact and used all the possibilities of dialogue the platform offers. Telekom Slovenije created the NekiNeki channel in line with the platform’s best practice rules featuring representatives from the target audience and content they themselves created.

Photo
YouTube channel NekiNeki screen capture

A MANAGEABLE COMMUNICATION ECOSYSTEM

The ecosystem only consists of the most crucial and relevant communication channels for our target audience. The ecosystem is organically complemented by a number of earned channels, including viewers’s channels and classical media.

Photo
Schematic of NekiNeki content platform where through different tactics the audience and Telekom Slovenije influence the content

Constant adaptation of content and tactics based on ongoing performance

As Telekom Slovenije is building a long-term communications platform, changes are a constant and it’s crucial we identify and consider them continually to ensure the platform’s continued success. Performance of each published video is analysed by a dedicated specialized team, as is the communication on the supporting Instagram channel. We are constantly identifying new communities or tactics that can be brought to the platform for increased reach, and thus constantly build the influence within the target audience.

Achievements

17,867 YouTube subscribers (within the first 10 months)

10,700 Instagram followers (within the first 10 months)

8 million viewed minutes which equals over 5,555 days or over 15 years of watch time (within the first 10 months)

Over 3 minutes average viewing duration

Monthly ranking among top 10 on the Slovenian YouTube trending list

Over 2,000 comments on a single video

130,000 views of the most successful video

2.6 million views total

Awards

  • DIGGIT 2019 – gold prize in the category Media & entertainment
  • DIGGIT 2019 – grand prize in the category Social media