Winner: USANA Health Sciences
Despite creating a library of content that was shared through the web and email over the years, USANA felt that it wasn’t getting the return it wanted from its video production and sharing capabilities. With the opportunity to redesign its main channel and improve it overall YouTube presence, growing USANA’s subscriber base became the biggest factor in energizing its audience.
Working together with their video production team, USANA wanted to create a channel for each of its international markets, populate those channels with translated versions of produced videos relevant to those markets and give access to those channels to their international marketing teams. Launch activities featured a rollout of the new channel design with updated graphical elements, including a new channel logo, header and overall look. This also included the organization of several new playlists and linked content that allowed users to discover videos that were the most useful and to follow author-created prompts for additional content. In 2014, USANA doubled its subscriber base by adding over 10,000 new subscribers to their channel. The ratio of likes to dislikes of their content was 66 to one and their videos were shared over 7,000 times.
Honorable Mention
- Weber Shandwick with Milk Processor Education Program - Mission Apolo: Built With Chocolate Milk