Case Studies
South African Tourism
How We Increased Views by 600% Through Amplifying Existing YouTube Content
Client Name:
South African Tourism
Industry:
Travel and Tourism
Timeframe:
Ongoing
Services:
Channel audit
YouTube strategy
Metadata and thumbnail optimisation
In-feed video promotion
Performance tracking and reporting
About the Client
South African Tourism showcases the diverse culture, people, and natural beauty of South Africa to global audiences.
We’ve partnered with their team since 2023 to support long-term, sustainable YouTube channel growth through strategic content optimisation and performance-led amplification.
The Challenge
South African Tourism had published a five-part video series - Meet South Africa with Michaela Strachan - which was full of great footage and a well-known host. But after two years sitting on their YouTube channel, it hadn’t really found its audience.
The problem was, when it first came out, there wasn’t much done to promote it or help people find it through YouTube optimisation. The thumbnails and titles didn’t stand out, and there was no push to get the videos in front of the right viewers. Because of that, the series didn’t get the views or engagement it deserved, and the ROI was low.
The Solution
In early 2025, Michaela Strachan was in the spotlight after a couple of high-profile TV appearances. We identified a timely opportunity to amplify the existing series and reintroduce it to a wider, engaged audience. The aim was to turn the dormant content into a high-performing campaign by updating the thumbnails, optimising metadata and boosting the videos to reach new audiences.
Our Approach
We aligned YouTube optimisation and amplification, with real-world context - leveraging Michaela’s TV appearances and trending interests to make the series feel timely, relevant, and impactful. This included:
Audience insight and timing: We capitalised on Michaela’s renewed public visibility from ITV’s Wine Tour: South Africa and BBC’s Strictly Come Dancing, using real-world interest to drive traffic back to the YouTube series.
In-feed promotion: Each episode was supported with individual in-feed discovery ads, plus a teaser video that linked directly to the full series playlist.
Content optimisation: We updated thumbnails and metadata based on current search demand and platform best practices to improve discoverability.
Strategic channel support: Ongoing optimisation and monitoring ensured performance continued beyond the initial campaign push.
The Results
The campaign delivered strong results, proving that even older content can perform exceptionally well with a timely and targeted amplification strategy:
impressions
views from in-feed video promotion
viewers watched more than 75% of the video
The trailer for the series attracted the highest number of views
Uplift in organic discovery and channel engagement
Why It Worked
This campaign shows the power of combining long-term planning with short-term agility. By aligning existing content with a cultural moment and platform-first optimisation, South African Tourism was able to reach a wider audience and extend the life of legacy content. They also demonstrated clear YouTube ROI.
Navigate Video Services
Channel audit
YouTube strategy
Metadata and thumbnail optimisation
In-feed video promotion
Performance tracking and reporting
