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.
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
Goals
Reach and connect with their target audience
Make the launch of their biggest beauty products more creative and innovative
Results
Over 1M views
Over 4,000 comments
8,440 hours of exposure for the Marc Jacobs brands
