A YouTube program in the U.K., designed by global agency Razorfish for several Unilever haircare brands, has driven more that six million views since its launch in April, says Pete Stein, Global CEO of the agency in this interview with Beet.TV
The program takes the pulse of Google queries on hair and directs established videobloggers to create videos related to the most searched topics. The brands involved are Toni & Guy, Dove and VO5. The YouTube channel allows consumers to click to buy products from several U.K. retailers.
Two of the prominent videobloggers in the program are Zoella and Tania. The campaign is titled “AllThingsHair.”
The campaign has recently launched in Canada.
In the interview, he also talks about the agency’s media work for Nike around the World Cup — and the success of four-minute videos of Nike-sponsored players. The videos were the most shared Nike videos, he say.
We spoke with Stein yesterday at the Beet.TV summit on branded video.