2013 Social Media Icon Awards: YouTube: Best Individual Video or Channel


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

Honorable Mentions:

Hilton Worldwide - Did You Know?/Stay Ahead

i.d.e.a. - Human Motorcycles: Behind the Scenes with the Progressive International Motorcycle Shows

M/C/C/ - Chuck E. Cheese's Do Gluten-free the Right Way

Return to Social Media Icon Awards 




2 Comments

avatar

About Bill Miltenberg

Community Editor at PR News.



Deals of the Week

Get $150 Off PR News'Crisis Management Boot Camp

Crisis_Boot_banners_175x135_ep

Join PR News on September 15, 2014, at the historic Yale Club in New York City for an intensive boot camp will put you through the paces of crisis communications to help you avoid, or at least mitigate, the damage that can come to a brand.

Use code “150off” at checkout.

Get $50 off PR News' Media Relations Guidebook

book-mediarelations-180x150

This 8-chapter resource contains practical implications for some of the most innovative developments in media relations, including the technologies, methodologies and mannerisms that determine the ecosystem in which PR pros practice this essential part of their craft.

Use code “50off” at checkout.

Save $100 on a PR News Subscription

Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.