When i was working in the business of commissioning short film content for fashion brands, there was one question the client asked (and I dreaded) every time: "but will it go viral?”
Basically unless you are making a video with Rihanna and Drake playing with kittens it’s impossible to confidently predict the success of video content. Paid media helps of course, but there is no exact science.
Unilever is trying to change that. Working with digital agency Razorfish, they have come up with a Youtube channel called “All Things Hair” that is filled with styling tutorials from leading video bloggers (vloggers). The topics and content of the videos are 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 who are paid by Unilever to create the tutorial content incorporating their brands including Toni & Guy, Dove and VO5.
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.
Accordingly, the channel has generated over 17 million views and a very high average viewing time of one minute and 51 seconds, since it launched in December last year.
Source: Fashion & Mash
Basically unless you are making a video with Rihanna and Drake playing with kittens it’s impossible to confidently predict the success of video content. Paid media helps of course, but there is no exact science.
Unilever is trying to change that. Working with digital agency Razorfish, they have come up with a Youtube channel called “All Things Hair” that is filled with styling tutorials from leading video bloggers (vloggers). The topics and content of the videos are 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 who are paid by Unilever to create the tutorial content incorporating their brands including Toni & Guy, Dove and VO5.
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.
Accordingly, the channel has generated over 17 million views and a very high average viewing time of one minute and 51 seconds, since it launched in December last year.
Source: Fashion & Mash
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