Hey Duggee

United Kingdom

The Hey Duggee website was officially launched in 2016. This year the Hey Duggee website entered a new era, incorporating brand new features and future-proofing the site. Our objective was to create an immersive website that rewards the fans and hooks in new ones, whilst supporting commercial revenue drivers, such as AVOD. We aimed to organically improve average session duration by +30%, pageviews by +50%, average pageviews per session by +50% and unique users by +10% YoY.
Since re-launching the website this year, we are on track to achieve and in some cases exceed these goals.
• Average session duration is at 11 minutes, +40% above the KPI
• Average monthly pageviews are at 502k, +118% above the monthly KPI
• Average pageviews per session are at 7 pages, +64% above the KPI
• Average monthly users are at 37k, achieving the monthly KPI
How we did it
We created 124 bespoke character pages, 195 dedicated episode pages and gave the homepage a makeover with content carousels and quick links to help fans navigate to the content we know they love the most.
Working closely with the producers, Studio AKA, we uncovered new facts about the characters and episodes to give our audience new and exciting insights into Hey Duggee, enabling fans to discover little-known facts and make new connections during their journey through the website.
The bespoke character pages include every character that has featured on Hey Duggee and the pages themselves offer never-before-seen details such as their likes, dislikes, family members and occupation. Character highlight videos from the Hey Duggee YouTube channel are also embedded within the page, ensuring we’re driving discovery and commercial views. Since launch, character pageviews are up by +1,441% and sessions by +1,353% compared to the previous period. Character pages have played an instrumental role in outperforming our monthly KPIs in pageviews by +118%.
On the episode pages, we included a range of content including a synopsis, soundbites, and fun facts about the episode. An episode highlight reel from the Hey Duggee YouTube channel is also embedded within each episode page, to ensure we’re supporting revenue drivers. Since launch, episode pageviews are up by +322% and sessions are up by +221% compared to the previous period. These new episode pages and the focus on onward journeys played a key role in increasing average monthly session duration to 11 minutes, +40% above our KPI.
Both character and episode pages have created a place for innovation and collaboration with creators, enabling us to bring our audience from social media, through to a more immersive online world on the website. We’ve also encouraged onward journeys through enhanced taxonomy, suggesting related characters, episodes, crafts and recipes, resulting in an increase in other areas of our website like ‘Make’, (+61% pageviews) and ‘Play’, (+15% pageviews) compared to the previous period, which has assisted in achieving and exceeding KPIs.
This new website has facilitated some record-breaking months for our Hey Duggee digital content, and we continue to see growth across this platform.