Results and Effectiveness

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.

Creative Execution

Partnering with Google and other industry mavens, BeBeautiful conducted a Video MasterClass with India’s premier 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? The Vloggers were expected to give us Vlogs in return. Handpicked Vlogs featuring Unilever beauty brands were then broadcast on the BeBeautiful YT channel. Young urban Indian women between the ages of 18 and 34 were already searching for how-to content on beauty, with over half of them consuming the content in the video format. Through search, display and pre-roll ads we ensured that they discovered the content on the BeBeautiful VLOG ON YouTube page. Content was cross-pollinated in the BeBeautiful ecosystem on social, the website and YouTube.

Insights, Strategy and the Idea

The Challenge Having created an award-winning engagement platform in BeBeautiful.in, it was time for Unilever’s beauty brands to take a leap to Video Blogging. However, producing hundreds of branded content videos would prove to be an expensive affair. The Solution Though globally a rage, we found that 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 skills required to create world class blogs.