Insight
Young Indian girls are taking upon themselves to opine on Beauty, Fashion, Lifestyle & Experiences… and personal blogs have now become a canvass for self-expression. Most of it however rests in form of a visual or a text blog. Globally, several beauty YouTube stars like MacBarbie07; Candy Johnson have a fan following that runs up in millions. One such beauty blogger, Michelle Phan has grown so popular; she now has a makeup range to her credit. This popularity opens up many avenues for these young fashionistas – especially to make some serious bucks by monetising their content on YouTube. Indian beauty bloggers, on the other hand have still not embraced the wave of Vlogging (Video Blogging).
Strategy
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.
Execution
Partnering with Google & other industry mavens, BeBeautiful conducted a Video MasterClass with the bloggers. From fun, engaging sessions with fashion and make-up experts who inspired trendspotting and subject ideas, to hardcore technical specialists on the craft of filmmaking and editing. The MasterClass gave bloggers an enriching experience, and every reason to go the video way! The win-win situation: By supporting them with expert domain knowledge on Beauty & Fashion, Technical know-how to shoot and edit video blogs for themselves; the Vloggers were expected to give Vlogs in return. Handpicked Vlogs featuring Unilever beauty brands, then broadcasted on the BeBeautiful YT channel. In favour of their content, they get recognition and popularity from India’s largest beauty destination!
Results
As of today, the BeBeautiful 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.
BeBeautiful VlogOn is the single largest beauty destination with video content India - surpassing the combined digital reach of competing brands.