NordVPN

NordVPN needed to evolve its creator strategy; their high-frequency approach had delivered results for years; however, in 2022, they began seeing ROI decline.With costs ever increasing on YouTube and competition to work with the leading creators growing, NordVPN saw their returns decline and costs rise.They didn't want to halt working with creators; they just needed an initiative approach to deliver the returns of yesteryear.

We evaluated current data on YouTube costs and historical ROI data from NordVPN.With a direct correlation between views and conversions, we needed a way to gain more views for a lower cost. We identified cultural news events that led to increased views on YouTube, mapping these events to prominent creators. When a significant event occurs, the HYDP team contact relevant creators who are likely to publish content on the topic.While the creators' prices remain the same, the volume of views they receive during these periods rises. e.g. When an NFL player is the recipient of a nasty injury, we target medical channels on YouTube. The prominence of the story in popular culture results in a substantial increase in views on the video