Maybelline Belgium chooses Brandboost to design its new YouTube strategy


As part of its commitment to online video, the beauty company is releasing a branded content video series entitled Make it happen on YouTube.The series is designed to bring New York trends to Belgium consumers. The social influencers Audrey Marshmaloo and Camille Botten will participate in phase one of the series, which the online video creative agency Brandboost by Divimove developed and produced in-house in its studios in Amsterdam.

Published on a weekly basis in French and Dutch, each video will cover one type of makeup, providing relaxed, but intimate recreations and tutorials to maximise viewer engagement. “For the beauty industry, YouTube is the most frequently used search engine in the world, even ahead of Google. The online video platform provides a unique opportunity to build Maybelline Belgium’s communities and engage with future customers. The video series on YouTube is part of a multi-platform strategy that will be complemented by content published on Instagram and Facebook", says Annika Jubbega, Senior New Business Development Manager at Brandboost.

In addition, Brandboost identified specific key moments for content creation throughout any given year, such as the 'back-to-school'period, Halloween and Christmas. "On this basis, medium and long-term strategies will enable greater market penetration and facilitate a clearer evaluation of the results of the campaign", adds Annika Jubbega. For example, two 'Halloween looks' were published, in the run-up to that particular annual celebration.

“This strategy will help us strengthen our digital presence across social media to connect better with our community. Moreover, it will help us improve our understanding of their needs and answer any questions they may have about the beauty industry”, says Hannelore Verheyen,Head of Digital L’Oréal Consumer Products Division.

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