--- title: "Katie Price's YouTube launch" description: "Tom launched and ran Katie Price's YouTube channel, and tailored every weekly upload to land in the news: 7 news articles a week." canonical: https://tomsharman.com/case-studies/katie-price/ updated: 2026-10-25 --- # Katie Price's YouTube launch > Tom launched and ran Katie Price's YouTube channel, and tailored every weekly upload to land in the news: 7 news articles a week. ## At a glance - Client: Katie Price - Tom's role: YouTube Manager, Aug 2019 to Feb 2020. Channel strategy and format, the weekly shoots, the press moments and the commercial side, with a team of videographers and editors. - Years: 2019 to 2020 - Platforms: YouTube, Tabloid press - Tom ran Katie Price's YouTube channel from August 2019 to February 2020. - The launch video, a tour of her house, premiered on 20 September 2019. - The launch plan put press coverage first. Tom's own line: "The tabloid coverage was not a side effect of the videos. It was the plan." - Metro, the Mirror and the Irish Mirror wrote up the launch video the next morning. - Every upload was tailored for the press, to land 7 news articles a week. - Tom puts the month after launch, Sep to Oct 2019, at 1,000,000 views and 60,000 subscribers. ## The starting point Katie Price is one of the most heavily covered figures in the British tabloid press. Her media career has run since the 1990s, across modelling, reality television, music and business. The YouTube channel was created on 18 April 2019. The launch video opens with her saying she is going to start making a real go of the channel. The papers already had a name for her house: the mucky mansion. Tom's reading: when a principal already has attention, the job is redirection. Tom ran the channel alongside a full time marketing job at Virtual Umbrella and content for Rebel FC. ## What Tom did Tom owned the channel end to end. That covered channel strategy and format, producing the weekly shoots, and the commercial and monetisation side. He ran a team of videographers and editors. He built moments into the shoots that the press would pick up. The record files the role under Produced, Format and strategy, and Commercial and sponsorship. ## How it worked: formats, team, partners, decisions **The launch.** The first video answered the papers directly. Its description promises a tour of "what the papers call my mucky mansion". Its chapters include "Addressing the media" and "Setting the record straight". Its tags include The Sun, Daily Mail, Mirror, Tabloid and Rumour. The Mirror summed it up as a launch "in the hope of disproving theories about the state of her house". **The second week.** Revealing My New Bra Size went out on 27 September 2019. It carries a chapter called "Addressing media rumors". Its tags name The Sun, Mirror and Daily Mail again, with Lies and Truth. The Mirror covered it the same day. **The pattern.** Each video handed the papers a new picture and a quote. Metro: "Uploading the video to her brand new YouTube channel". OK!: "Katie Price uploaded a new video to her YouTube channel". In mid October an upstairs tour followed, and The Sun, the Mirror and OK! all ran it. On 15 October Metro also ran her YouTube reaction to a driving ban. **The cadence.** The channel published weekly. ## The results - 7 news articles a week, with every upload tailored for the press. - Outlets that covered the channel's videos include Metro, the Mirror, the Irish Mirror, OK!, The Sun and The Sun Ireland. - Pieces found in search and not opened: the Daily Mail on 21 September, Metro on 15 October and news.com.au on 16 October 2019. - Three stories ran the morning after the launch video. - 1,000,000 views and 60,000 subscribers in the month after launch, Sep to Oct 2019. - The launch video holds 1,306,110 views and 20,814 likes. - The second week's video holds 837,019 views. - Tom puts the press reach at tens of millions of media impressions. - The channel stands at 383,000 subscribers, 403 videos and 56,436,153 views. ## What it proves Earned media is a design problem. Build the quotable moment into the thing itself. A principal the papers already watch brings her own distribution. The work is to point it at the channel. Here the launch video took the papers' own nickname and answered it on camera. The papers then sent their readers to it. It also shows judgement with a high scrutiny principal, delivered fast. ## Coverage and links - Metro, by Zara Woodcock, 21 September 2019. Katie Price shows off 'slime-filled' pool as she hits back at 'mucky mansion' claims. - Mirror, by James Brinsford, 21 September 2019. Katie Price reveals 'slime-filled' pool as she shows fans around 'messy mansion'. - Irish Mirror, by Will Twigger, 21 September 2019. Katie Price says she's flogging her old knickers during 'mucky mansion' tour. - OK!, by Amy Denman, 23 September 2019. Katie Price shows off customised pink mobility scooter after being banned from driving. - Mirror, by Molly Pike, 27 September 2019. Katie Price flashes shoppers in M&S as she goes for bra fitting. - The Sun Ireland, 5 October 2019. Katie Price rants about ex-husbands landing big money Instagram deals. - The Sun, 14 October 2019. Katie Price horrifies fans with look inside her mucky mansion. - Metro, 15 October 2019. Katie Price rages against two year driving ban due to lost post. - OK!, by Catriona Rigney, 15 October 2019. Katie Price shocks fans as she reveals rooms filled with clothes and mess. - Mirror, by Molly Pike, 15 October 2019. Katie Price gives tour of mucky mansion with bird poo and knickers strewn on floor. - None of the coverage names Tom. ## The numbers - 7: news articles a week, with every upload tailored for the press (Tom supplied) - 1,000,000: views in the month after launch, Sep to Oct 2019 (Tom supplied) - 60,000: subscribers in the month after launch, Sep to Oct 2019 (Tom supplied) - 1,306,110: views on the launch video, The Truth Behind My House (Verified) - 20 September 2019: the launch video premiered (Verified) ## Key videos - [KATIE PRICE - THE TRUTH BEHIND MY HOUSE](https://tomsharman.com/videos/hJwgTW8_A9Y/index.md): 1,306,110 views, 20 September 2019. The launch video. A tour of what the papers called her mucky mansion, tagged with the names of the papers. - [REVEALING MY NEW BRA SIZE - KATIE PRICE](https://tomsharman.com/videos/41NHCjV0wwg/index.md): 837,019 views, 27 September 2019. The second week. The Mirror wrote it up the same day. ## Links ### Videos - [YouTube: KATIE PRICE - THE TRUTH BEHIND MY HOUSE](https://www.youtube.com/watch?v=hJwgTW8_A9Y) - [YouTube: REVEALING MY NEW BRA SIZE - KATIE PRICE](https://www.youtube.com/watch?v=41NHCjV0wwg) ### Press - [Metro: Katie Price shows off 'slime-filled' pool as she hits back at 'mucky mansion' claims](https://metro.co.uk/2019/09/21/katie-price-shows-off-slime-filled-pool-hits-back-mucky-mansion-claims-10782714/) - [Mirror: Katie Price reveals 'slime-filled' pool as she shows fans around 'messy mansion'](https://www.mirror.co.uk/3am/celebrity-news/katie-price-reveals-slime-filled-20134894) - [Irish Mirror: Katie Price says she's flogging her old knickers during 'mucky mansion' tour](https://www.irishmirror.ie/showbiz/celebrity-news/katie-price-says-shes-flogging-20139558) - [OK!: Katie Price shows off customised pink mobility scooter after being banned from driving](https://www.ok.co.uk/celebrity-news/katie-price-shows-customised-pink-20157471) - [Mirror: Katie Price flashes shoppers in M&S as she goes for bra fitting](https://www.mirror.co.uk/3am/celebrity-news/katie-price-flashes-shoppers-ms-20319149) - [The Sun Ireland: Katie Price rants about ex-husbands landing big money Instagram deals](https://www.thesun.ie/tvandshowbiz/4625303/katie-price-rants-about-ex-husbands-landing-big-money-instagram-deals-after-she-made-them-famous-but-reveals-her-new-man-is-richer/) - [The Sun: Katie Price horrifies fans with look inside her mucky mansion](https://www.thesun.co.uk/tvandshowbiz/10134805/katie-price-mucky-mansion-graffiti/) - [Metro: Katie Price rages against two year driving ban due to lost post](https://metro.co.uk/2019/10/15/katie-price-slams-driving-ban-bks-claims-due-post-going-missing-10919928/) - [OK!: Katie Price shocks fans as she reveals rooms filled with clothes and mess](https://www.ok.co.uk/celebrity-news/katie-price-messy-house-clothes-20583722) - [Mirror: Katie Price gives tour of mucky mansion with bird poo and knickers strewn on floor](https://www.mirror.co.uk/3am/celebrity-news/katie-price-gives-tour-mucky-20581949) ### Channels - [Katie Price on YouTube](https://www.youtube.com/@KatiePriceYoutube) ## Read next - https://tomsharman.com/case-studies/rebel-fc/ - https://tomsharman.com/playbooks/how-i-work/packaging-titles-and-thumbnails/ - https://tomsharman.com/playbooks/how-i-work/a-personal-brand-that-converts/ - https://tomsharman.com/playbooks/positioning/a-mission-and-an-enemy/