И-5-12 All Things Hair

файл работы
  • Участник Initiative
  • Название работы И-5-12 All Things Hair
  • Конкурс / номинация И-5 Он-лайн кампании
  • Ссылка http://https://youtu.be/D21be9lQ5GE https://youtu.be/zwzcZ5LSxek
  • Рекламодатель Юнилевер Русь
  • Авторы Unilever/Initiative/Caramba TV
  • Описание проекта Unilever is the one of the biggest player in Russian hair category, a significant segment of beauty market. Russian beauty is famous worldwide and Unilever top hair brands help them to care about essential ingredient of female beauty – beauty of the hair.
    Digital space is the most convenient environment for users to receive information about beauty and personal care: in Russia, there is more than 2 mln users requests about hair monthly – but they're not going to brands. Unilever as the expert in beauty has the competence to give audience the answers.
    Hair care market is high competitive. Consumers are confused to differentiate between brands that often seem to say the same thing. Media task for Unilever hair brands to own territory of hair beauty, to be perceived as the expert and to be highlighted from competitive clatter.
    The decision was found – we decided to launch in Russia interactive online video platform about hair and to join Unilever global project All Things Hair. We analyzed what the audience are looking for about hair, and use this information to brief the bloggers. The format of the project have to be very flexible: we organize quickly response to customers’ requests, change the brand massage depending on the objectives of each brand in a certain period of time.
    Results:Combining YouTube stars with Unilever's product expertise and consumers search insights, All Things Hair became the biggest hair brand channel in Russia, with more than 55k subscribers and 14M views in the first year. We received very positive user’s feedback – the proportion likes and dislikes was 9/1 and there was a significant share of organic views. All Things Hair YouTube channel got more than 2 800 comments and more than 3 000 shares of brand videos