Unilever tests multibrand marketing with YouTube beauty channel

Unilever has created a YouTube channel filled with make-up tutorials from well-known video bloggers as a platform to advertise a range of its hair brands.

LONDON: Unilever has created a YouTube channel filled with make-up tutorials from well-known video bloggers as a platform to advertise a range of its hair brands.

The channel, called "All Things Hair," marks the first time Unilever has advertised multiple brands as part of the same campaign. The brands involved include Toni & Guy, Dove, and VO5.

The channel is using Google data to determine what hair advice women want. It forwards these queries to a team of video bloggers that creates instructional films.

The bloggers already have substantial followings on YouTube. Two of them – Zoella and Tania – have more than 1 million followers each. The bloggers, who are from the UK and Canada, are paid by Unilever for their contributions.

Razorfish created the concept and designed the YouTube channel, which is still in Beta testing. The final version will allow viewers to purchase any featured products with a click.

The project was created by Julie Barnes and Kathrin Burckhardt. Malin Hanås was the creative director. Mindshare UK & Canada handled media planning and buying.

Razorfish has been working with Unilever since 2008.

This article was first published on Campaignlive.co.uk

 

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