Winner: Guthy-Renker - Proactiv Premium YouTube Channel
In order to increase brand awareness, consideration and conversion for Proactiv via YouTube, the Guthy-Renker Corporation sought to provide educational and entertaining content consistent with Proactiv's brand identity. The team launched Proactiv’s Premium YouTube channel in early 2012 featuring a series of highly shareable and engaging candid content staring Justin Bieber. They curated video sections into categorized playlists and content areas accessible on the channel, including "Skin Care," "Fan Reviews," "Proactiv Stories," "Behind the Scenes" and "Proactiv Insider.” To drive purchases, they created a YouTube shop, providing immediate access for social consumers who are looking for additional product information or wish to shop.
The channel homepage is optimized to keep viewers within the branded social community, featuring links to Facebook and a Twitter feed. The YouTube channel has earned more than 10 million video views, 10,987 channel subscribers and the "What if Justin Bieber Knocked on Your Door..." compiled 2,519,743 views. —Bill Miltenberg
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