Working with DAZN Boxing, we focused on refining YouTube packaging strategy to improve discoverability, increase click-through performance, and better align content with audience behaviour on the platform.

Rather than relying on the channel’s traditional fight-card naming conventions such as “Highlights | Fighter vs Fighter”, we introduced more dynamic, emotionally driven title structures designed to capture the intensity, narrative, and spectacle of boxing culture.

Alongside title optimisation, we implemented SEO-led metadata strategies across uploads, ensuring each video aligned with YouTube best practices to improve discoverability across search, recommendations, and suggested video traffic. This helped content reach wider boxing audiences while increasing long-term visibility beyond the initial upload window.

The shift toward more audience-led packaging resulted in stronger engagement and significantly improved performance across multiple uploads, with several videos surpassing one million views and others generating hundreds of thousands of views through sharper positioning and platform-native optimisation.