Saddleback Kids

Kids Education & Entertainment
-790,000+ Subscribers

Strategy:
When I took over the channel, it was at 300,000 Subscribers and is now at almost 800,000. I completely rebranded the channel from it's old 2012 look. I came up with a much more modern and appealing style that would work for years to come based on researching other brands and working with designers in the industry.

I pushed the channel to become an almost daily uploader rather than weekly, coming up content ideas like, music videos, compilations, drawing tutorials, and more. Each of these new video ideas were crafted using the in-house YouTube media manager which helped me see which videos were the most popular and why they were doing so well on the platform.

I overhauled their thumbnail designs to increase clicks and improved their video retention by studying when videos were failing to hold viewers and helping the director's of the content to avoid making these errors in the future.

Campaign 1: Legendary

Strategy:

As the social media manager of the project, I helped determine a gaming theme due to our audience being mainly children. I also supervised video editing and post production, employing techniques to keep retention up.

Picking the games played in each episode was a collaborative effort between me and the director of the shoots, carefully balancing entertainment with education of the word of God. The concept of Jerry Reviews and it's design/style guide was a consequence of this.

I also made each thumbnail, and chose the titles and text, coordinating with multiple members of the team in order to satisfy everyone, while still being an effective thumbnail for drawing in audiences.

Campaign 2: Time To Dream

Strategy:

After receiving the theme of the campaign, I helped decide on a "fiction comes to the real world" concept due to our audience being mainly children and it meeting that fantasy of dreaming big. I also supervised video editing and post production, employing techniques to keep retention up.

Choosing the games we could bring to the real world was sort of tricky due to shooting locations and availability so after some planning and research we landed on go karting, water skiing, etc. that could achieve the metrics we were looking for while still being feasible. The concept of Smash Up! and it's design/style guide was a consequence of this.

Campaign 3: Royalty

Strategy:

With this series Lego was chosen as the brand we would use to drive traffic and interest from our majority kids audience. I also supervised video editing and post production, employing techniques to keep retention up.

Since the shoots were going to take place at Lego Land I helped determine which Lego properties would be best to utilize in the videos in order to drive the most traffic. The concept of Winston's Lego Review and it's design/style guide was a consequence of this.

Hey-O Compilations

Newer to kids content back in 2021 I was tasked with using the existing media that Saddleback Kids had already produced in order to create an almost daily upload schedule. I began researching by looking at other kids channels and YouTubers that had generally younger audiences and found that longform compilation videos were massively successful. I came up with the idea of combining the already existing animations of bible stories that were generating big traffic into larger story/themed compilations that became some of the most viewed content on all of Saddleback's channels regardless of platform generating millions of views a video.