This success story shows how the global beauty products manufacturer Coty collaborated with YouTube content creators to launch leading brands (Marc Jacobs, Rimmel and the Katy Perry fragrance), creating a huge level of deep engagement and interaction with over 1 million views and thousands of comments.

Goals

  • Reach and connect with their target audience
  • Make the launch of their biggest beauty products more creative and innovative

Approach

  • For Marc Jacobs YouTube influencers 'tagged' each other prompting them to create similarly themed videos
  • Partnered with YouTube creators to produce original content to give a credible, authentic voice
  • Promoted content with paid (TrueView), owned and earned media to amplify and extend the reach

Results

  • Over 1M views
  • Over 4,000 comments
  • 8,440 hours of exposure for the Marc Jacobs brands
Published
November 2014
Topics

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