This is what happy winners look like: from left to right: Alexander Wolf (390°), Tinus Reichardt (Bosch Home Appliances), Undine Lory (Bosch Home Appliances), Philip Günther, Kassian Goukassian (both 390°)
Let’s take a quick look back. It’s March 9, 2021, a cool but clear morning in Kiel. The clock reads 09:03, and for the first time, our director calls out, “And action!” This marked the starting point of numerous shooting days in our Bosch YouTube Studios, which would continue over the next 1.5 years. To date, over 50 YouTube videos have been produced, totaling around 300 minutes—roughly equivalent to two Tarantino films. 😉
Since 2019, we have been supporting Bosch Home Appliances in the strategic development of their brand-owned YouTube channel. This includes channel and content strategy, channel management, and video production. The productions are carried out in studios specifically designed for Bosch’s YouTube content by our agency partner Falkemedia in Kiel.
The formula for success includes a highly data-driven production process, an authentic presenting duo, and a studio tailored for YouTube. The new, engaging YouTube-first formats achieved over 20 million views in 2021, resulting in a watch time of 2.3 million hours on the Bosch YouTube channel—a 250% increase compared to the previous year. This watch time equates to over 9 million 15-minute consultations in retail settings.
When asked what advice she would give to those working on a content strategy, Undine Lory, Head of Marketing Central Europe at Bosch Home Appliances, emphasized the importance of perseverance. While quick wins are possible, a sustainable YouTube strategy is more of a marathon than a sprint. The YouTube video productions are characterized by continuous optimization and improvement, which also makes the project so exciting.
And this perseverance pays off. The Bosch brand has succeeded in establishing informational authority over its product topics on YouTube.
How much energy does a dryer consume? What should I consider when buying a refrigerator? Bosch answers these questions on its completely relaunched YouTube channel in 2021. The videos place the diverse needs of millions of users at the heart of the narrative. These videos are true evergreens, far from one-hit wonders. For search terms like “refrigerator,” “washer-dryer,” or “laundry symbols,” we secure top positions in organic YouTube search results. Try it out for yourself!
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The German Brand Award is the accolade for brands and their creators, aimed at making brand success visible. The jury members and organizers of the German Brand Award are independent, and the criteria are transparently communicated. With a gross reach of over 315 million contacts, it is one of the most prestigious brand awards in Germany. The broad positive response from companies, agencies, and service providers, along with over 1,200 submissions, demonstrates the significant interest in recognizing excellent brand management.
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