Case Studies
B&Q
How Our YouTube Shorts Strategy Generated 3.7m Impressions and 76% Average View Rate
Client Name:
B&Q
Industry:
Home Improvement and Garden Living
Timeframe:
12-week Shorts trial and ongoing channel support
Services:
Channel Audit
YouTube Strategy
Video Editing
SEO Research
YouTube Shorts Implementation
Channel Management
About the Client
B&Q is the UK’s leading home improvement and garden living retailer, helping over 20 million people annually improve their homes and gardens. Their YouTube channel is a trusted resource for DIY enthusiasts worldwide, offering helpful videos for tasks both big and small.
B&Q partnered with Navigate Video to modernise their YouTube presence by adopting platform best practices and engaging younger audiences through fresh content formats.
The Challenge
While B&Q had a strong library of long-form videos, they had yet to tap into YouTube Shorts - a rapidly growing format, popular with younger viewers. They wanted to boost brand awareness and views by leveraging Shorts to attract new audiences and drive traffic back to their core content.
Together we embraced the opportunity to develop and implement a Shorts strategy that could effectively repurpose existing footage, and generate fresh engagement. This strategy also promoted other content by building a bridge from short-form clips to long-form tutorials.
The Solution
In 2024, Navigate Video partnered with B&Q to launch a 12-week YouTube Shorts trial. Our approach included:
Content Repurposing: We transformed popular long-form videos into engaging, branded Shorts led content based around trending search queries and viewer interests.
Audience Funnel: We designed the Shorts to funnel viewers from quick tips to more in-depth, longer tutorials on the channel.
Community Engagement: Alongside Shorts, we introduced community Posts with monthly content plans to boost channel engagement and visibility, including polls, updates, and teasers for upcoming content.
SEO and Metadata: Optimised video metadata and SEO research ensured the Shorts and full-length videos were discoverable by relevant audiences.
Our Approach
Strategic Shorts Rollout: Carefully timed releases aligned with peak DIY seasons and trends, maximising relevance and reach.
Community Posts Activation: Monthly content schedules and interactive posts helped maintain steady viewer engagement.
Performance Tracking: Continuous monitoring, analysis and adaptation of the channel and content allowed us to optimise content and posting frequency in real-time.
The Results
3.7m
impressions within the first 12 weeks of Shorts launch
749k
total views
average percentage viewed on Shorts
Community Tab Performance:
post likes
post responses
impressions
1.3% overall response rate, with polls reaching up to 4.2% engagement
Significant uplift in long-form video traffic linked from Shorts
678% increase in Views via YouTube Search
6,150% increase in Views via Google Search
Why It Worked
By embracing YouTube Shorts, B&Q effectively captured a new, younger audience without losing their core base. The repurposing of existing content combined with fresh, bite-sized formats created multiple touchpoints for viewers. The addition of community-driven posts helped maintain interest and fostered a loyal audience that actively interacts with the channel.
This project demonstrated how a focused Shorts strategy, supported by ongoing channel management and SEO, can boost channel performance and audience reach.
Navigate Video Services
Channel Audit
YouTube Strategy
Video Editing
SEO Research
YouTube Shorts Implementation
Channel Management
Our Awards
The International Content Marketing Awards 2024
AWARD: Silver Winner Best Use of Data & Insight
Next Steps
Navigate Video continues to support B&Q with channel optimisation, content strategy, and new video formats, ensuring they remain at the forefront of the home improvement space on YouTube.