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MON 31 MAY 2021 | INNOVATION
Real Valladolid launches Pucela Play YouTube channel to offer a behind-the-scenes look at the club
Real Valladolid launches Pucela Play YouTube channel to offer a behind-the-scenes look at the club
  • The club is modernising its channel to tell more personalised and distinct stories, with new challenges, games and interviews with players and staff.
  • More than 3,000 new subscribers have joined in the channel’s first month, while views have doubled.

LaLiga clubs, like all other leading organisations, are quickly adapting to digital communications channels and the need to produce regular, shareable content for a global audience. In response to these demands, Real Valladolid has shaken up its fan engagement strategy by offering a different kind of content, hosted in a new location.

Through Pucela Play, the club’s new audiovisual content platform on YouTube, the club is hoping to present a more intimate image to the club’s supporters and build out its global following.

“We want to tell stories about the club in a more personal and distinct way and we want to have original and fun programming, where it’s possible to see the players from a different perspective to the sporting one,” the club explained. “Another objective is to introduce the various members of staff at the club, so that they can be the voice of the evolution of our project and everything happening around the club.”

Learning about the club from the inside

To build out its new channel, the club called upon journalists Juan Arroita and Marina Marcos, who will host the videos in addition to other collaborators and guests. “In this way, the work is split between the internal personnel at the club and the work done by the external partner,” the club added.

With the audiovisual content being produced, fans can discover and experience what the club is like from the inside, as well as getting to know the more personal side of the players through games, interviews and challenges.

Stories are designed to have a personal and intimate feel. The anterior cruciate ligament injury suffered by defender Kiko Olivas is one notable example. The player’s recovery was the subject of a mini documentary, with four episodes looking at how Olivas started his rehabilitation and his journey towards a first-team return, which he achieved in the match against Athletic Club in April. 

Growth in views and subscribers

Thanks to the strengthening of its content, the pace of the club’s growth has accelerated. “The channel managed to grow by more than 3,000 subscribers over the first month,” the club revealed. “The number of views has doubled too.”

This short-term success will now inform the club’s long-term strategy, with more content of this style to be added to its global communications efforts. As such, it represents a valuable tool for the club’s international brand as well as its overall growth prospects. 

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