brands challenge : engaging on youtube · givenchy hermès yves saint laurent beauty giorgio armani...
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BRANDS CHALLENGE : ENGAGING
ON YOUTUBE
Choreography
Movieclips
Sia Furler
The Voice
Psy
Physicalexercise
YogaCosmetics
Hair
Hairstyle
Color
Nail
Foundation
Long hairIce cream
Recipe
Cake
Chocolate
•
•
•
•
•
•
•
•
•
•
•
-25
25
75
125
175
225
275
325
375
-2 3 8 13 18 23 28 33 38 43
Na
tura
l vie
ws
/ vi
deo
Tho
usa
nd
s
Engagement for 1000 views
Identifying YouTube target audiences
SelectingYouTube
influencers
Identifying topics for YouTuber’s video
Targetingpaid media towards selected
influencer audiences
™
1 2 3 4
55%
19% 15%5% 5% 1%
0%2%4%6%8%
10%12%14%
Co
sme
tics
Hai
r
Hai
rsty
le
Co
lor
Nai
l
Fou
nd
atio
n
Lon
g h
air
Val
en
tin
e's
Day
Hal
low
ee
n
Film
Son
g
Ch
ore
ogr
aph
y
Dan
ce
Dav
id G
uet
ta
Mo
vie
clip
s
Fift
y Sh
ade
s o
f G
rey
Sia
Furl
er
Pra
ctic
al jo
ke
Ind
ila
The
Vo
ice
Epis
od
e
Re
mix
Psy
Ice
cre
am
Re
cip
e
Cak
e
Ch
oco
late
Vid
eo
blo
g
Ph
ysic
al e
xerc
ise
Yo
ga
Hau
l vid
eo
Fash
ion
Go
ogl
e
Do
g
Go
Pro
Ch
arlie
Heb
do
36% 43% 9% 3% 3% 2% 4%
BEAUTY MUSIC COOKING LIFESTYLE
SPORTWELLNESS
FASHION OTHERS
LIFE STYLE FASHION
SPORTWELLNESS
0% 5% 10% 15% 20% 25% 30% 35% 40%
AVERAGE
Movieclips
Sia Furler
Video blog
Cosmetics
The Voice
Choreography
Fashion
Recipe
Cake
Nail
Physical exercise
Long hair
Hair
Psy
Chocolate
Hairstyle
Foundation
Ice cream
Color
Yoga
% of women 25-44 in total views of the topic
0%5%
10%15%20%25%
CO
SMET
ICS
HA
IR
HA
IRST
YLE
CO
LOR
NA
IL
FOU
ND
ATI
ON
LON
G H
AIR
CH
OR
EOG
RA
PH
Y
MO
VIE
CLI
PS
SIA
FU
RLE
R
THE
VO
ICE
PSY
ICE
CR
EAM
REC
IPE
CA
KE
CH
OC
OLA
TE
VID
EO B
LOG
PH
YSI
CA
L EX
ERC
ISE
YO
GA
FASH
ION
55% 19% 15% 5% 5% 1%
BEAUTY MUSIC COOKING LIFESTYLE
SPORTWELLNESS
FASHION
Topic share of totalspecialized topics
FASHION
86
57
14
2
-4
-11
-11
-30
-36
-44
-60
-77
-100 -80 -60 -40 -20 0 20 40 60 80 100
•
•
0 200 000 400 000
AsmaMakeUp
LOdoesmakeup
Lilith Moon Fr
Mon Blog de Fille
Tartofraises nail art
eppcoline
EmmyMakeUpPro
noemiemakeuptouch
LufyMakes YouUp
elsamakeup
Sandrea26France
Kihou
Sananas
Caroline & Safia - Mode,…
EnjoyPhoenix
First 30 days views/video on the cluster
0 200 000 400 000 600 000
kevitou
David Markosy
Lionel Vero Danseur…
SoniaSoupha
Thomas Bimai
TvGhettoStyle
OFF.tv
Victor Podcast
Jiggy HeyCrew
Cover Garden Touch
FlorinaPerezOfficiel
CEDRYCK.I
Guillaume Lorentz
AYA LEVEL
YANIS MARSHALL
First 30 days views/video on the vertical (000s)
•
•
•
♡
0 50 000 100 000
NotreFamille.com Cuisine
Chocmiel
Albarock
750grammes
cuisinerapide
Ma fleur d'oranger
Marmiton
Eatcleanfit2a
SoUrbanGirl
Manue Maquillage
style tonic
Hervé Cuisine
Elsalifeandvlogs
GeorgiaSecrets
FastGoodCuisine
♡
♡
0 100 000 200 000 300 000 400 000
ElviNotFound
OnePassionTwoSisters
Djulicious
Eimadolly
Knoetzie
Noemie TVChannel
Ameliecara01
Clara Channel
Elsalifeandvlogs
Caroline Safia Vlog
Push Your Pink
WaRTeK Vlog
EnjoyVlogging
Horia
Sandrea26France
0 10000 20000 30000 40000
vivelafitness
YogaCoaching
Minute Forme
Doctissimo
Apn9a
FitnessBienEtre
Sissy MUA
Eatcleanfit2a
0 100 000 200 000 300 000
GaLi Videostars
ashadedview
Léa BDavisBeauty
DazzlingDrew
Adriannetrends
lecoindelodie
natamelie
EmmyMakeUpPro
PerfectHonesty
Danaëmakeu p
Push Your Pink
noemiemakeuptouch
Caroline & Safia - Mode,…
Sananas
Jenesuispasjolie
% organic views watch time % engagement
0 20 000 000 40 000 000 60 000 000 80 000 000
Alfred Dunhill
GIVENCHY
Hermès
Yves Saint Laurent Beauty
Giorgio Armani Beauty
Louis Vuitton
Chanel
Christian Dior
Paid views Natural views
0 4 000 000 8 000 000 12 000 000 16 000 000
Eyeslipsface fr
Benefit Cosmetics France
Estée Lauder France
Biotherm
Sephora France
Birchbox France
larocheposay
BourjoisFrance
Vivelle Dop
Guerlain
Vichy France
Dove France
Mixa
Lancôme France
Gemey-Maybelline
L'Oreal Paris
Paid views Natural views
0 10 000 000 20 000 000 30 000 000 40 000 000 50 000 000
MAC Cosmetics
Aveda
Diesel
Clinique
AmorAmorbyCacharel
Revlon
Pantene
COVERGIRL
Paco Rabanne
Paid views Natural views
0 2 000 000 4 000 000 6 000 000 8 000 000 10 000 000
MMsFrance
DanoneFrance
Volvic France
Guy Demarle Officiel
cartenoireFerrero Rocher France
DanetteFrance
Knorr France
Côte d'Or Chocolat
MoulinexFR
So Choco Officiel
Fleury Michonperrier
lesannoncescarambar
Milka France
Paid views Natural views
0 1 000 000 2 000 000 3 000 000 4 000 000
Undiz
LesMagasinsU
TheDpamTV
La Redoute N°1 des…
Cache Cache France
Uniqlo France
SARENZA
NAF NAF Paris
KiabiCOM
Paid views Natural views
0 10 000 000 20 000 000 30 000 000 40 000 000 50 000 000 60 000 000
Pimkie
Elie Saab
Timberland
Pepe Jeans London
lululemon
H&M
Lacoste
Victoria's Secret
Paid views Natural views
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