Picking up on the success of one well-performing cooking video, English Heritage pivoted from a “hodge-podge of ad-hoc content” (their words) to create a humorous foodie series, The Victorian Way — a kind of Nigella Lawson meets 19th-Century English country house cook.
Utilising Google trends to research popular food search terms, and YouTube analytics to measure performance, metrics such as audience retention, to fine-tune the creative, English Heritage has grown its subscriber base from 1,000 to 450,000 in just three years. Today, the channel reaches over 2.5 million YouTube viewers every month, helping bring its charitable messaging — and some heritage-rich foodie inspiration — to a global audience.
It was a move that proved to be a recipe for YouTube success, with our judges awarding the charity both the breakthrough advertiser award and the big one: the Grand Prix prize.
“We had new and younger audiences we needed to reach with our key storytelling, and YouTube has been a natural fit for us.” – Tom Dennis, Head of Content Marketing, English Heritage