Title	ALL THINGS HAIR
Brand	UNILEVER
Product/Service	HAIR CATEGORY
Category	A04. USE OR INTEGRATION OF USER-GENERATED CONTENT
Entrant Company	RAZORFISH London, UNITED KINGDOM
Contributing Company	RAZORFISH London, UNITED KINGDOM
Media Agency	MINDSHARE London, UNITED KINGDOM
Production Company	GUTS AND GLORY London, UNITED KINGDOM
Production Company 2	LOST PROPERTY London, UNITED KINGDOM

Name	Company	Position
Sean Chambers	Razorfish London	Executive Creative Director
Malin Hanås	Razorfish London	Creative Director
Julie Barnes	Razorfish London	Senior Creative
Kathrin Burckhardt	Razorfish London	Senior Creative
Louise Mossman/Richard Templeman	Razorfish London	Agency Producer
Pia Boquien	Razorfish London	Agency Producer
Alex Mason/Stephanie King	Razorfish London	Account Director
Millie Menage	Razorfish London	Account Manager
Caroline Lucas/Garner/Claire Coady	Razorfish London	Planner
Benoit Vinay	Razorfish London	Interactive Developer
Hera King	Guts/Glory	Producer
Benjamin Kaufmann	Benjamin Kaufmann Photography	Director

The Campaign

YouTube is radically transforming the beauty category, as evidenced by the monthly average of 700 million views views of beauty related videos. Half of all online beauty shoppers watch a related video on YouTube while they are looking for products to buy. Brands haven’t picked up on this yet – only 3% of the millions of views belong to beauty brands. It is beauty video bloggers (vloggers) that control the other 97%. But even the vloggers are missing a trick: hair care videos make up only 15% of YouTube’s beauty content, despite being the most-searched for category. This is a massive opportunity for hair brands to connect with a passionate audience, if they do it right. The most successful hair and beauty video content is hardly ever viral videos, or repurposed TVCs – it’s tutorials and how-tos that meet consumers’ on-demand needs about inspirations, products, trends and treatments.

Results

Every month, there are 1 billion hair searches on Google – but they are not going to brands. Our solution: bringing together Unilever's top hair brands with the world's biggest search engine and the best video bloggers. Rather than pushing a single brand agenda, we created Unilever’s first ever cross-category collaboration for hair brands – All Things Hair, a digital super brand for the 21st century. Our objectives were to … • Increase presence and relevance of Unilever hair brands online • Establish a personal, sustainable relationship with our audience • And eventually, to sell more Unilever hair products And how did we achieve them? By constantly monitoring hair searches, we understand what women are looking for, right now. Our expert vloggers use this information to create inspiring, brilliant answers – using Unilever hair brands. Then we buy the trending search terms, to point to the All Things Hair YouTube channel. There, women can browse by hair type and find all the latest, most relevant trends, treatments and how-tos, along with the Unilever products to achieve the best results. Combining the consumer connection of our YouTube stars with Unilever’s product expertise and Google’s search insight, All Things Hair became the biggest hair brand channel in the world in just 10 weeks, with 16 million views in the first 6 months.

Search was integral to the idea from the start. There are 1 billion hair-related searches every month globally – but they are going to bloggers, not to brands. We built a custom Trending Tool with Google, which analyses the searches to predict what women are likely to be looking for in the near future. This is turned into briefs to our partner vloggers, who create bespoke content to match – featuring relevant Unilever hair products. We then buy the trending search terms, and use paid search to serve up the matching content just when people are looking for it.

- 16 million views in the first 6 months - Biggest hair care brand channel in the world after just 10 weeks - Wedged between Nicki Minaj and Rihanna in YouTube’s own engagement ranking, and within top 10 most engaged brand channels (likes, comments and shares) - 3 x more likely to lead to purchase than traditional advertising, 3 x more appealing and 4 x more enjoyable, according to Millward Brown - Less than a year after launch, we are live in 5 markets - Campaign called it "genius" and "advertising for real people". - Contagious asked if it should set a new standard for how we judge creative at Cannes.