The Landmacht makes the series, livewall gets them watched
The Koninklijke Landmacht produces its own series for its YouTube channel. livewall has advertised them since early 2020, making the social content the ads are built from and setting the digital strategy for the channel.
The challenge
The Dutch Army produces its own YouTube series, showing which missions it takes on, who works within its ranks, and what the job actually involves. A well-made series still needs the right audience to find it, and reaching that audience through paid channels requires assets, strategy and ongoing optimisation the Army doesn't produce in-house.
The concept
Each series gets its own set of social assets, built specifically to run as advertising on YouTube. Around that advertising sits a layer of strategic advice: channel improvements, ways to grow subscribers, and general optimisation of how the series perform on the platform.
Making it work
Paid advertising for each series runs on YouTube, backed by the social assets built for that purpose. Advice and campaign choices are refined with every new series, building on what previous campaigns showed. That ongoing feedback loop currently extends into a channel-wide campaign, aimed at strengthening the overall performance layer behind all of the Army's content on the platform.
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