YouTube Strategy and Implementation: Increasing Brand Awareness for ZDF Checkpoint

Superblau has collaborated with the TV production Visual Bridges developed a YouTube strategy and is responsible for its continuous implementation for ZDF Checkpoint.

The digital presence of the popular children’s programme should thus be significantly increased. checkpoint, known for his daring experiments and challenges, wanted to expand his reach on YouTube, increase his brand awareness and bring YouTube users to the ZDF media library.

Superblau has managed to prepare the video content for the target group via YouTube. The results speak for themselves: a significant increase in reach and remarkable organic growth - we are thrilled with the collaboration!"
Dr. Wolfgang Meschede
Visual Bridges

THE problem

Low brand awareness outside of linear TV programs and the ZDF media library. Unused potential due to lack of target group communication in social media.

THE SOLUTION

Development of an organic growth strategy based on YouTube Shorts and excerpts from full episodes. Continuous iterative development of the content to improve the user experience.

The challenge

Reaching new target groups on social media channels

While Checkpoint is very successful on television and is one of the “leading brands” on the ZDF children’s program KiKA, there was a lack of a consistent strategy and engaging content on social media.

The aim was therefore to increase the popularity the show on YouTube and at the same time reach a young target group that watches KiKA less frequently.

The approach

Agile production processes and short content for rapid organic growth

Superblau developed a multi-stage approach to optimizing the YouTube channel:

content strategy: We designed a mix of longer content, such as experiments and Q&A sessions, and short, succinct videos tailored to YouTube Shorts. Existing TV content was reimagined and repurposed for online audiences.
YouTube Shorts: These short videos became key to subscriber growth, particularly targeting the younger demographic as they capture attention and entertain in the first three seconds.
cross-promotion: By integrating cross-promotion across ZDF and KiKA platforms, Checkpoint’s digital reach was significantly expanded.
Iterative optimization: We continuously analyzed key performance indicators such as audience retention and engagement rates to continuously improve content and maximize reach.

Here is a little impression of what is going on at Checkpoint:

The Result

Rapid growth and awareness of the Checkpoint brand

subscriber growth: The YouTube channel broke the 10,000 subscriber barrier after just 15 months – and all without the use of paid advertising.
reach: But the usage figures are even more impressive: more than 4 million views and over 140,000 hours of playback time have been achieved so far.
brand awareness: The YouTube strategy resulted in a significantly increased digital presence and made Checkpoint a preferred destination for entertaining and educational content for young viewers.
Success with Shorts: YouTube Shorts proved to be extremely successful, contributing significantly to subscriber growth and increased engagement rates.

Thanks to continuous analysis and optimization of the content, the audience was able to grow steadily. Checkpoint has managed to successfully transfer its TV brand into the digital world - and we will continue down this path together with the ZDF Checkpoint team.

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