Creative Execution

Partnering with Google and other industry mavens, BeBeautiful conducted a Video MasterClass with the bloggers. From fun, engaging sessions with fashion and make-up experts to enriching sessions with technical specialists on the craft of filmmaking and editing, the MasterClass gave the bloggers every reason to go the video way. The win-win situation? By supporting them with expert domain knowledge and technical know-how on to shoot and edit video blogs for themselves; the Vloggers were expected to give us Vlogs in return. Handpicked Vlogs featuring Unilever beauty brands were then broadcast on the BeBeautiful YT channel. In return, the bloggers got the limelight on them from India’s largest beauty broadcaster.

As of today, the BeBeautiful YouTube channel has over 31,000 subscribers and 11 million views. Through Vlog-On, HUL beauty brands got endorsement from the most influential beauty and fashion bloggers in India. Today, BeBeautiful VlogOn is the single largest beauty destination with video content in India surpassing the combined digital reach of all competing brands.

Having created an award-winning mass consumer engagement platform in BeBeautiful.in, it was time for Unilever’s beauty brands to take a leap to a more credible yet relatively unchartered territory – Video Blogging. However, producing hundreds of branded content videos would prove to be an expensive affair. The challenge was, therefore, to provide Unilever with content from key opinion formers and evolved netizens (The Bloggers), in a cost effective manner. We found that though it was globally a trend,Indian beauty bloggers had still not embraced the wave of Vlogging (Video Blogging). Unilever saw an opportunity to bring together the next wave of bloggers, on a single –unified platform by simply empowering them with the know-how and opening the door of endless possibilities for them.