L'Oreal, Dove, Sunsilk take the video route to create engagement

From creating exclusive music videos, feel-good conversations to using video blogging, these beauty care brands have incorporated video content for greater connect

e4m by Priyanka Nair
Updated: Aug 1, 2013 9:14 AM
L'Oreal, Dove, Sunsilk take the video route to create engagement

With the increase in video consumption and usage of multiple screens, it has become essential for brands to create exclusive content for this space. Brands are now looking at creating video exclusively for the digital medium, which has been garnering a lot of interest from users off late. It is interesting to note that quite a few brands from the beauty care sector have been leveraging this medium.

exchange4media takes a look at how three such beauty brands – L’Oreal, Dove and Sunsilk – have managed to engage with consumers via YouTube by broadcasting their campaign thoughts in interesting formats.

Striking the musical chords
Continuing with its ‘Stay Rooted’ campaign, L’Oreal Paris recently launched a music video titled ‘Jad Se Judein’ for which the brand associated with popular singer Mohit Chauhan.

L’Oreal Paris has been quite bullish on social media and has been releasing various video content on YouTube in each of phase of its ‘Stay Rooted’ campaign. The brand aims to push the thought that roots are the most important intangible things in the world through each of its video campaign. The digital campaign has been executed by Foxymoron.

The ‘Jad Se Judein’ video strongly encourages consumers to take time out to thank and appreciate the people, things, places, moments from their past that have made them the individuals that they are today. The video depicts the story of three people – a student in search of her teacher, a granddaughter who makes a small and simple sacrifice for her grandmother, and two friends who reconnect at a place they call their own.

It may be noted that this particular video has received over 2,561,192 views on YouTube so far.

Watch the video here…

Feel good conversation
Dove has followed up its ‘Real Beauty Sketches’ viral with a video to highlight why women shy away from cameras and their own beauty. The video, launched on Facebook and Twitter early this month, compares older women hiding away from cameras to little girls posing and giggling in front of them.

The video was conceptualised after carrying out a study, where it was found that three out of four women do not think that they look beautiful. Apart from this, 69 per cent of Indian women are camera shy, having hidden or felt self-conscious in front of the camera.

The study also reveals that Indian women are missing out on some of life’s most memorable moments because they are not happy with the way they look. According to the study, women have a sense of anxiety about their appearance that prevents them from capturing precious memories on camera, including those of holidays, weddings or special occasions. The campaign has been executed by Bcwebwise.

The video has been a point of discussion on various social media platforms. The global campaign has been adapted to suit Indian sensibilities without disturbing the essence of the campaign.

Watch the campaign video here…

Video Blogging gets some good hits
Unilever’s Sunsilk, too, has been undertaking interesting initiatives on YouTube for a while now. On such initiative is the Sunsilk Hair Experts channel, which has received over 1,552,385 views.

As part of a global initiative, 20 girls from 20 countries were given the chance to met Sunsilk hair experts in New York. These girls, who are the Sunsilk storytellers, had to script their own stories and creat video blogs.

On the Indian Sunsilk Hair Experts channel, the journey of Scherezade Shroff, the first Sunsilk storyteller from India is being featured. Viewers can follow every moment from her New York diaries and also win prizes.

Over three days, Shroff set up a series of hair, makeup and fashion challenges for herself. Viewers could catch her race from Times Square to Grand Central Station to Central Park to get updated on quirky hairstyles, makeup and fashion blogs.

Watch the campaign video here…

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