A smiling man in a suit with a white shirt under a dark blazer, standing outdoors at night with string lights and a tree in the background.
A smiling man in a suit with a white shirt under a dark blazer, standing outdoors at night with string lights and a tree in the background.

Great YouTube isn't built around individual videos. It's built around giving viewers a reason to return.

Featured Case Studies

Building FanDuel Football & Golf

Growing two niche YouTube channels through publishing, optimization and audience strategy.

Screenshots of two YouTube channel pages, one titled 'FanDuel Golf Betting' and the other titled 'FanDuel Football Betting,' both with profile pictures of a blue and white fanDuel logo.
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Read Case Study
A promotional image featuring a silhouette of an athlete with a red question mark on the chest, a green upward arrow in the background, and the text "Sneaky Perfect Matchup?" at the top. The background shows a stadium with a football field and crowd.
A man standing outdoors on a golf course, holding a trophy and smiling. He is dressed in a black jacket and pants. There are buildings in the background.
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Read Case Study

Yankees vs. Mets Rivalry Vlog

Producing a story-driven rivalry experience built around emotion instead of highlights.

A woman smiling in front of a stadium with New York Mets fans in the background.
Nighttime outside a stadium with people walking by and a woman in a Yankees jersey and cap in the foreground, a graphic overlay showing a rivalry gauge between the Yankees and the Mets, and the text "RIVALRY GAME".

Rethinking FanDuel’s YouTube

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Read Case Study

A long-term strategy proposal focused on recurring formats and audience psychology.

Screenshot of a webpage titled "FanDuel YouTube Strategy" with a subheading "Building a Sports Entertainment Brand" and a paragraph about FanDuel evolving from sports betting to sports entertainment. The right side features a vibrant image of a FanDuel event setup with screens, cameras, and people covering the event.
Desk setup with a laptop displaying a YouTube strategy presentation, a camera, a notebook with YouTube strategy notes, a coffee mug labeled 'Strategy Over Virality,' stacked books on content, creator economy, and community, and a small plant in a pot. The environment is illuminated by a desk lamp.

What I Believe

A man watching sports videos on a television, holding a remote control, with a notebook and a mug on a wooden table in front of him.

Great channels give people a reason to return

Not just a reason to click

A computer desk setup with two monitors displaying a sports documentary about Yankees versus Mets rivalry, with text and player images. A notebook with notes on packaging and experience, a black mug with the text "Good content deserves to be seen," pens, a keyboard, a controller, and speakers are also visible on the desk.

Packaging isn't marketing

Computer monitor displaying YouTube Studio analytics with statistics including views, watch time, subscribers, and estimated revenue. On the left, sticky notes with words 'Curiosity,' 'Connection,' 'Identity,' and 'Identity.' A notebook titled 'Analytics (What Happened)' and a pen are in front of the monitor. A coffee mug with the text 'Understand the why. Create what works.' is on the left. To the right, a digital tablet with the text 'Know the data. Understand the people. Create impact.' is visible. The workspace has a keyboard, mouse, and some audio equipment. The background features a wall with additional sticky notes and a shelf with a YouTube play button.

It's part of the viewing experience

Analytics explain what happened

Audience psychology explains why