Overview
In 1984 Teva® revolutionized the footwear industry by creating the world’s first sports sandal. “Teva” has relentlessly continued to develop products that power exploration, adventure and travel to inspire an active lifestyle.
Objective
To utilize video creation and promotion on YouTube to capture and engage Teva® customers, in addition to leveraging a more robust following on the Teva® channel to grow YouTube as a viable website referral traffic and revenue source.
Strategy
In order to best optimize each video for YouTube upload and promotion, Anvil conducted ongoing keyword research to find the most relevant keywords to use in key video elements including the headline, description and tags. Anvil also developed an optimized video format to help scale the optimization of multiple product videos, using analytics to monitor benchmark and track performance of headlines and description formats. Anvil also provided high-level content marketing guidance to help leverage Teva®’s video content on the Teva® site, blog and social channels to provide the most impact from an SEO perspective.
Results
By implementing a YouTube video optimization strategy, Anvil helped to produce the following results for Teva® on YouTube year-over-year:
- 11,150% increase in referral traffic from YouTube
- 204% increase in YouTube Channel subscribers
- 187% increase in video views on YouTube
- 100% increase in revenue directly attributed to YouTube referral traffic
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