Sneak Peak:
Read this case study to know how a shaving brand Gillete leveraged YouTube marketing and used high quality videos to reach 24 million users with 22,000 subscribers.
Company: Gillete
Industry: FMCG
Tool Used: YouTube Marketing
Result: Reach to 24 million users with 22,000 subscribers
Business Type: B2C
The brand & the Story!
Owned by the multi-national corporation Procter & Gamble, Gillette is a brand of men’s safety razors and other personal care products including shaving supplies. The brand wanted to capitalize on micro-moments through a series of videos on tips & advice with frequent new content. They used range of videos giving advice on grooming, from basic shaving to more complex facial hairstyles. In fact a recent study by Google revealed that searches for how-to videos on YouTube are growing at a rate of 70% per year.
The shaving brand employed keyword tools for guiding the content strategy. The videos were created around the key search terms used by their target demographic. With the help of the YouTube marketing campaigns the brand garnered more than 24 million video views of 895 videos that were posted as well as accumulated 22,000 subscribers on its main channel.
Gillete’s objective behind YouTube Marketing
The shaving brand wanted to Gillette wanted to cash in on the opportunities to connect with consumers at the exact moment through a series of videos on tips & advices with frequent new content. They gave pointers on accomplishing the basic shave, trimming, shaving specific facial hairstyles and so on.
The shaving brand’s strategy for YouTube Marketing
With over 50 tutorials in its YouTube channel that are evergreen pieces of content & not time sensitive, Gillette provides value to their target demographic. All of these how-to videos are created around key search terms used very frequently by their target demographic (adult men who are shaving).
Let’s take the example of the “How to Shave – Shaving Tips for Men” video by Gillete, which is a simple instructional video with voice over & basic motion graphics to switch from each step. The video has more than 1.5 million views, one thousand likes, and nearly 500 comments.
View video below:
The content marketing team at Gillette made use of YouTube and Google’s keyword tools and figured out that there are an average of 44,000 searches on YouTube, and almost a million on Google every month.
The Success
The primary YouTube channel by Gillete was launched in May of 2009. Since then, the shaving brand posted 895 videos, gained over 24 million video views, and built up 22,000 subscribers on its main channel.
The most remarkable point is that the shaving brand has multiple channels dedicated to specific a market that includes India, Mexico, Peru, Spain, which jointly have an additional 750 videos, thousands of subscribers and millions of views.
This proves that how high quality how-to videos not just drive qualified traffic to your website but also ward off customer service calls. The idea is users can access video content whenever or wherever they want. So the companies can engage potential customers even when the offices are closed.
