MY WORK: Driving awareness and Growth using youtube content targeting

FIrst -Read this huge numbers regarding the beauty (and makeup) ecosystem on youtube:

  1. 45B views a year
  2. most popular beauty content: makeup
  3. most popular makeup content: product demo (50%) 
  4. 95% from makeup content is created by youtube creators and not brands 
  5. 45% percent from the views are still on desktop

The way we decided to use this data was to give attention to both platforms mobile and desktop. On mobile we used our product video to get installs, and on desktop we targeted our audience when most relevant - while they watch video from their favorite blogger. and most likely is a product demo or a tutorial video. So we bought some media slots ONLY in a specific videos (of popular youtubers) and promoted a youtube banner with the message - "the makeup you see right now on the youtuber may not look the same on you  - now you can try before you buy makeups at the store ;)". Done with Orel and Lutski