Read the full case study: Katie Price's YouTube launch
Tom launched and ran Katie Price's YouTube channel, and tailored every weekly upload to land in the news: 7 news articles a week.
Client: Katie Price
Tom's role: YouTube Manager, Aug 2019 to Feb 2020. Channel strategy and format, the weekly shoots, the press moments and the commercial side, with a team of videographers and editors.
Years: 2019 to 2020
Platforms: YouTube, Tabloid press
Key numbers
- 7: news articles a week, with every upload tailored for the press
- 1,000,000: views in the month after launch, Sep to Oct 2019
- 60,000: subscribers in the month after launch, Sep to Oct 2019
- 1,306,110: views on the launch video, The Truth Behind My House
In short
- Tom ran Katie Price's YouTube channel from August 2019 to February 2020.
- The launch video, a tour of her house, premiered on 20 September 2019.
- The launch plan put press coverage first. Tom's own line: "The tabloid coverage was not a side effect of the videos. It was the plan."
- Metro, the Mirror and the Irish Mirror wrote up the launch video the next morning.
- Every upload was tailored for the press, to land 7 news articles a week.
- Tom puts the month after launch, Sep to Oct 2019, at 1,000,000 views and 60,000 subscribers.
The starting point
Katie Price is one of the most heavily covered figures in the British tabloid press. Her media career has run since the 1990s, across modelling, reality television, music and business. The YouTube channel was created on 18 April 2019. The launch video opens with her saying she is going to start making a real go of the channel. The papers already had a name for her house: the mucky mansion. Tom's reading: when a principal already has attention, the job is redirection. Tom ran the channel alongside a full time marketing job at Virtual Umbrella and content for Rebel FC.
What Tom did
Tom owned the channel end to end. That covered channel strategy and format, producing the weekly shoots, and the commercial and monetisation side. He ran a team of videographers and editors. He built moments into the shoots that the press would pick up. The record files the role under Produced, Format and strategy, and Commercial and sponsorship.
How it worked: formats, team, partners, decisions
The launch. The first video answered the papers directly. Its description promises a tour of "what the papers call my mucky mansion". Its chapters include "Addressing the media" and "Setting the record straight". Its tags include The Sun, Daily Mail, Mirror, Tabloid and Rumour. The Mirror summed it up as a launch "in the hope of disproving theories about the state of her house".
The second week. Revealing My New Bra Size went out on 27 September 2019. It carries a chapter called "Addressing media rumors". Its tags name The Sun, Mirror and Daily Mail again, with Lies and Truth. The Mirror covered it the same day.
The pattern. Each video handed the papers a new picture and a quote. Metro: "Uploading the video to her brand new YouTube channel". OK!: "Katie Price uploaded a new video to her YouTube channel". In mid October an upstairs tour followed, and The Sun, the Mirror and OK! all ran it. On 15 October Metro also ran her YouTube reaction to a driving ban.
The cadence. The channel published weekly.
The results
- 7 news articles a week, with every upload tailored for the press.
- Outlets that covered the channel's videos include Metro, the Mirror, the Irish Mirror, OK!, The Sun and The Sun Ireland.
- Three stories ran the morning after the launch video.
- 1,000,000 views and 60,000 subscribers in the month after launch, Sep to Oct 2019.
- The launch video holds 1,306,110 views and 20,814 likes.
- The second week's video holds 837,019 views.
- Tom puts the press reach at tens of millions of media impressions.
- The channel stands at 383,000 subscribers, 403 videos and 56,436,153 views.
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