Andrélon Unilever

Ok, so how do you know which topics your audience wants to see? The answer is: data! With audience research, we use signals that audiences leave behind within the Google ecosystem and use it to create the right video topics (and a spot-on targeting). Think of: what keywords they search for, which content they love to watch and the apps they download. For Unilever (Andrélon) we started off with an in-depth video topic research. Based on this analysis, we got insight into which topics interest the viewer the most and thus had the highest potential. Our in-house creative studio used these data insights to produce four long-form hair tutorials and four accompanying short-form videos to skyrocket social activation.  Every month, more than 1.5 billion YouTube users consume the iconic, vertical Shorts of up to 60 seconds. Research shows that 59% of Gen Z watch longer versions of videos, which they discover on video apps where short-form is the norm (YouTube Culture & Trends Report, 2022). YouTube Shorts is thus the perfect feature to attract new audiences and direct them to the longer, organic videos on Andrélon’s YouTube channel. Consequently, the long-form help videos really tapped into the interest of Andrélon’s target group - answering their questions in a style that felt native. Next to that, the whole YouTube channel got a thorough YouTube SEO optimisation. Making sure both the channel, titles and thumbnails are SEO optimised, enables the YouTube algorithm to recommend your content to the right people. 

With a clear YouTube strategy, video production, channel optimisation and distribution strategy (organic and paid) - based on data and research - we made sure Andrélon was gaining quality attention within their target group with the right videos. In fact, the videos were averagely viewed for 51%, against a benchmark of 30-40%!

Two of the four videos ranked in the top 3 within Google and YouTube. Three of the four videos ranked in the top 10 within Google and YouTube.

Within 12 weeks, the videos generated:

• 14.600 hours of watch time

• 51% average percentage viewed

  • Benchmark: 30-40%

• 183.200 high-intent views

• Organically the videos had an engagement rate of 11,3%

  • Benchmark: 1.5%

The Unilever Andrélon case proves that great targeting and high-quality content is the golden formula to make your viewers stick to your content for a long period of time!