STRATEGIA
KPN set out to build one YouTube channel for all audiences in the Netherlands, from gamers to families. The challenge was creating a single, recognisable platform that delivers relevant, personalised content, entertainment, inspiration, and support, for every viewer at the right moment.
All content, from entertainment to practical service, is cleverly and strategically brought together on a single YouTube channel centered around recognition, relevance, and maximum discoverability. The channel is designed so that every Dutch resident, whether young or older, digital native or beginner, can always easily find what they’re looking for and effortlessly keep coming back.
A HERO, HUB, HELP approach powered the channel: HERO formats drove reach (Standout, large-scale activations like Legends of Gaming and Road to GOAT), HUB series built loyal communities (Recognizable series and established formats, such as Next Level Game Room, First Class Make Over, and Ask Us Anything), and HELP content delivered searchable support (Data-driven help and explainer videos, such as the ‘Internet Help’ series). Continuous optimisation ensured each pillar worked together to drive engagement and long-term growth.
SAMY 2025
© KULUTTAJIEN SUOJAAMINEN VAATIMUKSIA VARTEN
SAMY 2025 ©
