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From the archive: Unilever’s ‘All Things Hair’ provides stellar example of big data in action

unilever_allthingshair

In December 2013, Unilever launched a YouTube channel in the UK dedicated to hair. All Things Hair, as it’s called, generated over 17 million views and an average viewing time of one minute and 51 seconds, in its first six months.

Today it has nearly 180,000 subscribers, and remains one of the strongest examples of big data being used effectively.

Created in conjunction with agency Razorfish, it is filled with hair styling tutorials from leading video bloggers (vloggers), including the likes of Zoella and Tanya Burr. That content isn’t arbitrary however, rather selected based on Google searches.

Unilever partnered with the search giant to gain real-time insights into what exactly people are looking for knowledge on. There are 11 billion searches about hair on Google every year – 30 million each day – making it a rich pool to draw from and enabling the company to predict what solutions, problems and styles people care about.

That information is sent to the vloggers – many of whom have several million followers in their own right too – who are paid by Unilever to create the tutorial content incorporating brands including Toni & Guy, Dove and VO5.

Speaking at Cannes Lions last year, Unilever chief marketing and communications officer, Keith Weed, said: “The content is relevant, useful and authentic. It’s a really cool application of big data, based on what is actually big insights.”

It’s also a great example of merging together real-time search data with influencer and content marketing. Cleverly it does so in a way that retains an authentic feel, rather than a hardline promotional one.

Some recent example content:

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Blocks e-commerce film

Clarins leverages make-up tutorial trend in interactive paid digital campaign

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Beauty vloggers (video bloggers) have been using YouTube to publish tutorials about how to apply make-up for many years now, but the trend seems to have hit the mainstream recently in a big way.

Michelle Phan has accumulated over 6.8 million subscribers on her YouTube channel since its launch in 2007. Earlier this year she was one of a number chosen to star in a campaign for the platform promoting its ‘creators’. It’s not just passionate fans watching her ‘how-to’ videos; in a study released last October, Google found over half (55%) of beauty shoppers watch online videos while researching beauty purchases. Moreover, 50% of Millennials, specifically, watch beauty videos on YouTube.

Needless to say, brands have been working out how to get involved. Originally, they tried to gain exposure through these vloggers by sending them free merchandise to test, resulting in ‘hauls’ featuring multiple products reviewed in one video. This is not unique to the beauty industry; it’s also common practice for fashion and health vloggers.

Beyond gifting product, beauty brands have since found multiple other and more creative ways of leveraging this trend. Last August, L’Oréal launched a make-up line designed by Phan (view the video about her product here). Last month, Too Faced cosmetics announced Dulce Candy Tejeda, another highly popular vlogger, as brand ambassador for its Better Than Sex Mascara. The recent Daisy Dream campaign from Marc Jacobs also saw numerous vloggers enlisted to share their dreams with followers also via YouTube.

Now Clarins UK is approaching the tutorial trend by creating three of its own how-to videos. Named “You, only better. Instantly”, the clips are part of a paid advertising campaign that’s featured on key digital media like ELLEUK.com. Anchored by an interactive pop-up on such sites (as screengrabbed below), the videos offer the viewer the ability to “uplift your look” in either five, 10 or 15-minute increments.

A slider tool showcases the three different make-up looks first and foremost, with the videos explaining how to achieve them, and the products needed to do so, featured alongside. Digital advertising may often be regarded as intrusive, at its best only capturing attention for a limited period of time, but this campaign, not only for its visual impact but its interactive element, creates more of an engaging feel than regularly seen.

On the Clarins UK microsite, the 90-second videos are placed top, with a different slider underneath providing users with a before and after look at the model. The YouTube videos are also annotated with links to buy the product being used. The experience works on both desktops and mobile, making it ideal for on-the-go viewing, and for that digitally-native consumer Clarins is evidently targeting.

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Categories
business data Editor's pick film

Unilever’s ‘All Things Hair’ provides stellar example of big data in action

unilever_allthingshair

Big data might be one of those phrases we’re all now used to hearing, but finding examples of those truly using it effectively (and willing to talk about it) are few and far between.

Enter then Unilever’s All Things Hair, a YouTube channel from the UK that really speaks to real-time relevance thanks to true data insights.

Created in conjunction with agency Razorfish, it is filled with hair styling tutorials from leading video bloggers (vloggers). That content isn’t arbitrary however, rather selected based on Google searches.

Unilever partnered with the search giant to gain real-time insights into what exactly people are looking for knowledge on. There are 11 billion searches about hair on Google every year; 30 million each day – a rich pool to draw from, enabling the company to predict what solutions, problems and styles people care about.

That information is sent to the vloggers – many of whom have several million followers in their own right too – who are paid by Unilever to create the tutorial content incorporating brands including Toni & Guy, Dove and VO5.

Speaking at Cannes Lions this year, Unilever chief marketing and communications officer, Keith Weed, said: “The content is relevant, useful and authentic. It’s a really cool application of big data, based on what is actually big insights.”

It’s also a great example of merging together real-time search data with influencer and content marketing. Cleverly it does so in a way that retains an authentic feel, rather than a hardline promotional one.

Accordingly, the channel has generated over 17 million views and an average viewing time of one minute and 51 seconds, since it launched in December 2013.

Some example content: