Thanks to vloggers such as Michelle Phan, makeup videos on YouTube are soaring in popularity. Disney saw the opportunity in this rising trend, tapping into the audience's enthusiasm to help promote the release of Maleficent. It partnered with Michelle to promote the newest video from Promise Phan (Michelle’s sister-in-law), which teaches viewers how to recreate Angelina Jolie’s look from the movie using MAC’s Maleficent line. Michelle organized a giveaway on her site as part of the partnership. To enter, participants explained why they were excited to see the movie, and the winner was announced in an update to Michelle’s initial blog post.

Launch the campaign
Published
September 2014
Topics

The Story

Thanks to vloggers such as Michelle Phan, makeup videos on YouTube are soaring in popularity. Disney saw the opportunity in this rising trend, tapping into the audience's enthusiasm to help promote the release of Maleficent. It partnered with Michelle to promote the newest video from Promise Phan (Michelle’s sister-in-law), which teaches viewers how to recreate Angelina Jolie’s look from the movie using MAC’s Maleficent line. Michelle organized a giveaway on her site as part of the partnership. To enter, participants explained why they were excited to see the movie, and the winner was announced in an update to Michelle’s initial blog post.

Disney leveraged both vloggers’ YouTube followings and expanded their reach even further by retweeting and sharing posts on Twitter and Facebook.

The Technology

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    Social

    Facebook

    Twitter

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    Video

    YouTube

The Results

The Maleficent video went viral, receiving more than 2,500 comments. It also fueled other beauty vloggers to post similar pieces.

2+

Million views on Promise Phan's channel

98%

Positive feedback on this video from the viewers

Launch Date May 22, 2014