Asda’s recently launched YouTube shopping channel ‘Mum’s Eye View’ has proven a hit, generating impressive traffic figures that show a growing appetite for branded digital TV channels.
The Walmart-owned retailer debuted Mum’s Eye View in March this year in a bid to target the key female audience aged 25-45 with young families.
The channel is fed content from a variety of YouTube bloggers including Zoella, Tanya Burr and Pixiwoo – all established YouTube content creators with a high number of subscribers.
Within eight weeks and eight videos the channel had acquired 750,000 views, 32,000 subscribers and over 36,000 likes comments and shares.
Six months later, its subscriber base now exceeds 55,000 and total views have soared past the two million mark, with YouTube verifying that it has been one of the fastest growing brand channels in the UK.
“[As a result] of the success and exposure the channel has generated so far, various brands have approached us around sponsorship opportunities so we are looking to develop a commercial model for this which will allow us to protect the asset and still drive engagement,” said Asda’s new media innovation manager Hannah Wallwork.
The supermarket is also running ‘shoppable video’ trials on segments posted to its Mums Eye View channel, building on an existing partnership with e-commerce service Constant Commerce.
The added functionality lets Asda display a shopping list of products alongside its YouTube videos. Clicking on any product prompts the viewer to log into their Asda basket, add the item, then check out – all without leaving YouTube. The idea is to boost the number of options available to impulse buyers.
Asda isn’t the only brand experimenting with Constant Commerce’s tech, with AB InBev adding shopping functionality to its Leffe YouTube channel, shown below.
Watch a sample of the show below: