Curiosity Stream

How has ThoughtLeaders helped Curiosity Stream leverage YouTube sponsorships to attract more customers?

The Industry
Concentric cirlces
Streaming Service
The Goal
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Customer Acquisitions
The Results
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259+ Million Impressions & 42% of test channels became multi video deals
“ThoughtLeaders helps us expand our awareness efforts by introducing Curiosity Stream to audiences that otherwise might not know of us. Additionally, ThoughtLeaders helps us give audiences a sneak peek into the content they can expect to see on our platform. Finally, testing with ThoughtLeaders has allowed us to find new verticals to target that we probably would not have thought of. We've been able to run smaller tests to find those verticals and then not only scale up via ThoughtLeaders, but also use that targeting data in other marketing channels.”‍
Curiosity Stream

Who is Curiosity Stream?

This subscription video streaming service was launched in 2015 by the founder of the Discovery Channel. They specialize in documentary programming including films, series, and TV shows. We began working with Curiosity Stream in 2019, running part of their YouTube sponsorship campaigns. Over the years, our media buying team has delivered consistent results that have helped this brand use YouTube as a key part of their customer acquisition strategy.Check them out: www.curiositystream.com

THE CHALLENGE

Brand Awareness & Acquisitions

The goal of the engagement with ThoughtLeaders was  increasing awareness of Curiosity Stream and acquiring  new subscribers efficiently. 

THE RESULTS

Key Metrics

  • 433 ad integrations to date
  • 42% of test channels became multi video deals
  • 259 million impressions
  • $5.30 average CPM to date

THE CAMPAIGN

Knowing the Audience

The YouTube campaign has centered around leading general knowledge and education channels. The campaign works because of the clear overlap with the content itself: the audience that these channels attract are hard-core history and general knowledge fans so it makes sense that they want to find more quality content that engages with these topics on Curiosity Stream's platform. They successfully partnered with YouTubers such as David Pakman Show, Today I Found Out, and What If. In judiciously vetting each channel that is included in our campaign, we have achieved an impressive success rate in taking channels from one initial test to becoming long-term tried and tested partners for Curiosity Stream.

THE FEEDBACK

According to Curiosity Stream...

“Working with ThoughtLeaders is great - They've delivered on the goals we've set and we're always collaborating on new creators or verticals to try, as well as A/B testing ideas to improve our key metrics."

THE THOUGHT LEADERS’ TAKE

Authentic Integrations

“YouTube is the ideal platform for us to promote Curiosity Stream. There is a natural overlap between their target customers and the audiences that use YouTube on a daily basis to learn, discover and enjoy quality content. That means that endorsements from the channels we engage in this campaign are authentic and effective, the Curiosity Stream brand is a perfect fit for the values these channels represent."

- Adin Fuchs, Account Manager

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