A SUCCESFUL YOUTUBE CAMPAIGN

TARGETING A YOUNGER AUDIENCE

In 2019, Amaze Communication facilitated a strong Youtube-based campaign for Plaisir and their Young Skin product range, involving four leading Youtubers: Josefine Simone, Louise Bjerre, Katrine Regnbue and Julie Hermann. This was the first Youtube campaign for Matas.

The main purpose for the campaign was to build awareness and strenghten the image of the Plaisir Young Skin range by activating influencers within the target group (late teens to early 20’s) and use the platforms, where they are most actively present: Instagram + Youtube.

We know that Youtube videos have to be entertaining, so we planned different approaches to creating content with the Plaisir Young Skin products. The strength lies in knowing the younger audience, understanding their interests and trusting the creators. Thus we ended up with four very different types of creative videos.

An added bonus of Youtube videos is that, when done right, they can have a much longer lifespan than blog posts or Instagram content. The best performing video was by Josefine Simone and when the campaign ended, the number of total views was 136.907 – more than a year later, that number is 317.544.

FANS VS. FOLLOWERS – AND HITTING INDEX 180

What the campaign did in terms of reach and engagement rate speaks volumes about the succes of the campaign: a total reach of 222.566 on IG Posts and a total average engagement rate of 15,9% – the highscorer being Josefine Simone with 19,37% engagement rate on her IG Post.

It’s important to distinguish between traditional influencers (bloggers) and the newer generation of Youtubers. Youtubers have fans, not followers, hence a much higher engagement on their content – fans have notifications on and want to interact with their idols.

The number of total views on Youtube was 172.360 at the time the campaign ended. Today that number has grown to 371.353.

The campaign was an awareness campaign, not a sales campaign. However the sales index for Plaisir Young Skin hit 180 within the campaign and shortly after. No other ads or efforts than this campaign were centered around the products and thus the sale was a direct result of the campaign.