Case Study
Net Ninja
Helping one of the biggest coding education brands in the world grow its audience, increase course sales and build a more structured marketing system across YouTube, paid ads, email and digital campaigns.
Net Ninja had already built a strong reputation in the coding education space through years of high-quality teaching content and a loyal YouTube audience. When we started working together, the channel had taken around 10 years to grow to roughly 700,000 subscribers. Our role was to help turn that strong content foundation into a more systematic marketing engine, supporting subscriber growth, paid course sales and a clearer digital journey around the wider brand.
The brief
Net Ninja did not need help creating great content. The quality was already there. The opportunity was to build a more joined-up marketing system around that content, helping the brand reach more of the right people, grow faster and turn more of that attention into paid course sales.
The work needed to go beyond simply running ads. It meant identifying underused promotional channels, understanding which videos were already performing best, connecting organic performance with paid budget, and building a clearer system around launches, offers, email marketing and conversion journeys.
How we helped
One of the biggest opportunities we identified was YouTube promotions. It was a channel that had not previously been used properly or looked at in detail as part of the wider growth strategy, despite YouTube being central to the Net Ninja brand.
Rather than promoting content blindly, we looked at which videos were already performing well, which topics were attracting the right kind of viewers, and where budget could help amplify momentum. Strong organic signals were used to guide paid promotion decisions, helping push the right content harder instead of guessing what might work.
This gave the brand a more structured growth engine. Popular videos could be supported with budget, new audiences could be introduced to the channel, and the wider journey from free content to paid products became more intentional.
Alongside YouTube growth activity, we supported paid ads, email marketing, course promotion, landing page thinking and campaign planning. The focus was always on making the overall marketing setup more coherent, more measurable and more commercially useful.
- YouTube promotions strategy using best-performing videos as growth signals
- Paid budget allocation behind content already showing strong audience response
- Paid social campaign setup and management
- Email marketing support around course launches, offers and audience engagement
- Campaign messaging and creative support for premium course promotion
- Landing page and conversion journey support
- More systematic reporting, testing and optimisation across campaigns
The outcome
The work helped Net Ninja move from relying mainly on organic momentum to having a more structured, repeatable marketing system. YouTube promotions became a powerful growth channel, with promoted videos helping bring in an additional 10,000 to 20,000 subscribers per week during strong periods.
Net Ninja went on to reach the 1 million subscriber milestone, then continued growing to around 1.8 million subscribers by the time our working relationship ended. That growth was a major shift compared with the previous trajectory, where the channel had taken around 10 years to reach approximately 700,000 subscribers before we began working together.
The result was not just more subscribers. It was also more sales, stronger course promotion, clearer campaign planning and a more joined-up approach across YouTube, paid ads, email marketing and landing pages.
For a brand with a huge content library and a loyal audience, the key was not creating noise. It was building a system that could identify what was already working, amplify it intelligently and connect that attention to commercial outcomes.
- Helped Net Ninja reach the 1 million subscriber milestone
- Supported growth from around 700k subscribers to around 1.8 million subscribers
- Used YouTube promotions to help drive 10k to 20k additional subscribers per week during strong periods
- Improved promotion of paid course offers
- Built a more coherent and systematic marketing setup
- Connected content performance, paid media, email and landing page activity more effectively
“The opportunity was not just to run ads. It was to turn Net Ninja’s strongest content into a growth system, using performance signals to push the right videos, grow the audience faster and support more course sales.”
Piechart Digital
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