YouTube Packaging Case Study
Jack Munro is an elite professional pickleball player with a demanding travel and competition schedule.
The channel required packaging that wins clicks without staged shoots, rigid templates, or bottlenecks.
Channel Context at Start
When we started, the channel had early traction but inconsistent long-form performance.
Most uploads struggled to clear ~700–1,000 views, with only a small handful reaching ~10,000. Total channel views were roughly 1–1.5 million with ~3,000 subscribers.
My Role
This is a two-person system. Jack leads topics and handles Shorts. I own packaging, A/B testing decisions, and early performance iteration inside the first 24–72 hours.
Jack handled
- Video topic ideas
- Long-form filming (around competition schedule)
- All Shorts (repurposed from Instagram / TikTok)
I handled
- Thumbnail strategy and production
- Title suggestions and refinements
- A/B monitoring and early performance reads
- Packaging revisions within 24–72 hours
- Execution autonomy to move fast
The Packaging Shift
We abandoned templated thumbnails and replaced “visual consistency” with adaptive packaging built to win the click.
No fixed color system.
No single formula.
No dependency on staged photos.
When Jack can’t shoot thumbnails, frames are pulled from real footage and rebuilt into high-contrast visuals that read instantly.
Performance Results (On-Going)
In 2025, total views doubled and subscribers tripled. Floor performance rose to ~2,000 views per video, with multiple breakouts in the tens of thousands and one exceeding 269,000 views.
Growth continued despite international competition travel (including tours in Vietnam and India).
Selected Top Performers
Can 1 Man BEAT 2 FEMALE Pro Pickleball Players?
Why It Worked
Clear challenge premise + instant stakes + high curiosity matchup framing.
The Return of Serve: PICKLEBALL MASTERCLASS by Jack Munro
Why It Worked
High-signal topic for serious players + “masterclass” positioning that implies depth and payoff.
DOWN 9-0 to a 4.5 Player... Can I Win?
Why It Worked
Comeback narrative + relatable opponent level + a built-in question that forces a click.
Unlock Your Full Potential with Counters l Jack Munro Masterclass
Why It Worked
Specific skill concept (“counters”) + transformational promise that targets intermediate pain.
Customize Your Paddle Like a PRO!
Why It Worked
Gear topic with clear utility + “like a pro” status pull that broadens appeal beyond competitors.