An unusual role of a well-known communication platform for establishing a dialogue with Millennials
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.
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.
CONTENT MARKETING FOR MILLENNIALS
The need to build a long-term relationship with the entire Millennial generation necessitated establishing an open-ended communications platform, based on content relevant to the target audience and figures they can relate to. We succeeded in building a genuine relationship that ensures both maintaining our audience as well as its constant growth through word-of-mouth.
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.
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