Promotion of the channel of author’s interviews KishkiNa
Sasquatch Digital has been working with LB.ua since 2013, and in 2018 our team was invited to promote a new product – the KishkiNa program.
The first season of the interview program included Sonya Koshkina’s deep dialogues with a wide variety of public figures: from oligarchs to priests, from writers to rock musicians and politicians. A distinctive feature is that KishkiNa programs raised questions and topics that are not usually addressed in interviews made according to modern standards of journalism.
The main task is to develop a content distribution strategy and provide an effective promotional channel without major financial injections.
Residents of Ukraine and active Ukrainians abroad are interested in events in Ukraine.
Also in some cases, CA could be specified for individual interviews.
We entered the project in May and started with consulting. From July 8, 2018 to March 9, 2019, 16 programs were broadcasted on the channel. Thanks to diverse guests, it was possible to accumulate statistics and analyze the interests of different audiences.
Developing a promotion strategy, we immediately abandoned the pre-roll format and did not lose: the video was watched by really interested viewers. Confirmation of this is the depth of views. Thus, even with minimal advertising support, KishkiNa videos were included in the recommended videos on YouTube.
Several times during the project, there was a new wave of interest in the heroes of the programs, as a result of which video views grew by another 30-100%. For example, after the release of the series “Chernobyl”, an interview with one of the key witnesses to the accident again rose to the top of YouTube and crossed the mark of 1 million views.
After the release of the first season of the program, the project is temporarily on creative leave. The KishkiNa team is planning a restart.
At the moment, even 9 months after the publication of the last video, the video continues to receive +/- 1,800 organic views daily (which is +55 000 per month).
Million views – and this figure continues to grow
Million – average duration of viewing all interviews in hours
% of views came through the recommended
Average viewing time of one video in minutes
Thousands of thinking people – the audience of the channel
Broadcasts with more than 1 million views