Branded content on Veronica Superguide and Flair results in high ratings for SkyShowtime

To launch the release of the historical drama series The Tattooist of Auschwitz, streaming service SkyShowtime partnered with Flair and Veronica Superguide. In this campaign, we deployed branded content on both titles to convey the story of the series. With over one and a half times more views on Veronica Superguide's article and 9.4% more clickouts on Flair's article, the campaign contributed nicely to the series. With a whopping 8% view rate, The Tattooist of Auschwitz became one of the best-watched series ever. Wondering how this collaboration led to this success? Then read on.



The challenge

Branded content on Veronica Superguide and Flair results in high ratings for SkyShowtime


Increase awareness of the exclusive series

The series The Tattooist of Auschwitz tells the story of Lale Sokolov, a Jewish man imprisoned in the Auschwitz-Birkenau concentration camp. It is an extraordinary drama series about how love arises in times of war. The series has been available for viewing exclusively on streaming service SkyShowtime since June 7, 2024. With the release of The Tattooist of Auschwitz, SkyShowtime is taking all of the Netherlands back to this profound time.

The Tattooist of Auschwitz is aimed primarily at women aged 35+ who have an affinity for complex love stories and at men aged 35+ with an interest in new series and films. To reach the right audience for this gripping series about the love story and increase awareness, SkyShowtime enlisted the help of DPG Media.

Working with DPG Media was an excellent experience. The team was always available, thoughtful about content and understood exactly what we needed to reach our target audience. This resulted in a successful campaign.

Roos de Wijs - Regional partner & marketing executive, SkyShowtime

The solution

Veronica Superguide and Flair in their power

To reach both target groups as effectively as possible and to reinforce the release of the series, we used the titles Veronica Superguide and Flair. These totally different titles fit well with the target groups and motivations to watch the series and together they form a strong combination. Veronica Superguide mainly reaches men aged 35+ and is the title for fans of movies, series, streaming and TV. Readers want to be kept informed about the latest releases and viewing tips. In addition, the strength of Flair enabled SkyShowtime to reach and touch the female 35+ audience. A key pillar of Flair is Enjoy, and within this pillar, the title pays close attention to TV and streaming. In this category, editors post content on popular series that claim Flair's readership.

Branded content appropriate to context and umfeld

SkyShowtime's objective was to bring readers into the gripping story of The Tattooist of Auschwitz. That's why we chose the tell strategy for this campaign. With unique content fitting the context on Flair and Veronica Superguide, we set out to raise awareness of SkyShowtime and the story of the exclusive series. The editors of both titles were also enthusiastic about the series and decided to include The Tattooist of Auschwitz in editorial features.

Increase qualitative reach with use of domains

To further maximize qualitative reach, DPG Media's broad portfolio was effectively utilized for two weeks. The women's titles Libelle and Margriet were deployed to drive the Flair article to reach even more women. Flexible smarticles were deployed on Totaal TV, Story and the entertainment domains of AD and NU.nl to reach even more TV and series fans for the Veronica Superguide article.


The result

One of the best-watched series ever

De branded contentcampagne heeft bijgedragen aan indrukwekkend hoge kijkcijfers. In Nederland werd The Tattooist of Auschwitz een van de best bekeken series op SkyShowtime met een kijkcijferpercentage van 8% (aantal unieke accounts) en een return rate van 81%. Daarnaast resulteerde de campagne in een sterke toename van nieuwe abonnees voor de streamingdienst (38% groei t.o.v. de doelstelling van 8%).  

Ruim anderhalf keer meer views

The branded content campaign contributed to impressively high ratings. In the Netherlands, The Tattooist of Auschwitz became one of the best-watched series on SkyShowtime with a viewership rate of 8% (number of unique accounts) and a return rate of 81%. In addition, the campaign resulted in a strong increase of new subscribers for the streaming service (38% growth compared to the target of 8%).

And so, with the use of branded content in the right context, the power of the titles Veronica Superguide and Flair ensured that the Netherlands was captivated by the historical novel The Tattooist of Auschwitz.  


Campaign images


Participating in this campaign were

  • Roos de Wijs - Regional partner & marketing executive, SkyShowtime
  • Stefan Nussy - Accountmanager National, DPG Media
  • Thijs Dingemans - Domain Specialist Entertainment, DPG Media
  • Annemarel Sips - Commercial Manager Flair, DPG Media

Make an impression

Would you like to increase your brand awareness, brand preference and consideration, and thereby generate more sales? Then contact the media advisors of DPG Media today for a non-binding consultation. They are happy to help you figure out how to successfully bring your message to the attention of the right target audience.

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