Shiseido takes a ‘Netflix-like’ approach to its unpaid YouTube strategy

Because it celebrates its one hundred and fiftieth anniversary, Shiseido is at the moment within the midst of a 10-month trial on YouTube through an unpaid sequence, with the purpose of ultimately constructing a profitable paid technique on the video platform.

The 24-episode unique sequence options presenter and wellness influencer Candice Kumai as she particulars the historical past of the model and J-beauty typically, and intertwines tales about her personal experiences together with her Japanese heritage. Shiseido’s paid media technique is 100% digital, and that is Shiseido’s first unpaid YouTube devoted sequence on its US channel.

Jessie Dawes, vice chairman of built-in advertising and marketing technique and client engagement at Shiseido, mentioned the explanation for this strategy is to check the momentum of movies earlier than investing in paid advertisements and placing promotion behind them later within the 12 months. At the moment, advert spend will give attention to YouTube’s TrueView advert platform and can embody calls to motion to go to Shiseido’s e-commerce website.

Previous to the sequence launch, Shiseido compiled prime magnificence search phrases from YouTube, Google search, Shiseido’s DTC retail and e-commerce companions. Phrases like “basis” in addition to Shiseido’s “Benefiance” and “Waso” hero franchises have been extra in style on their very own web site. Dawes famous that seasonality impacts in style search phrases, with sunscreen beginning to seem in April. On YouTube, the place Shiseido’s US channel has roughly 53,000 subscribers, a 5-year-old video titled “The Japanese Artwork of Layering” has 445,000 views, surpassing most of his movies the place there are only some thousand views at most.

“By leveraging all this search question quantity knowledge, we will create content material that we all know is mapped to essentially the most in-demand matters. We’re assured in our strategy,” mentioned Dawes. “It’s virtually a Netflix-type strategy [of] leveraging client knowledge on viewing habits [to serve up content] that folks reply.”

Up to now, Shiseido is seeing its efforts repay. The primary video, posted on March 18, was seen 2,000 instances on Shiseido’s YouTube channel, however had 52% extra views and a 578% longer watch time in comparison with the common natural movies on Shiseido’s channel over the identical interval. . The second video, posted on April 4, was seen 1,400 instances however had 88% extra views and a 340% longer watch time.

Kumai just isn’t a typical influencer alternative for magnificence manufacturers. Her skilled background is within the culinary arts and broadcast journalism, and he or she at the moment has lower than 3,000 subscribers on YouTube (although she has 184,000 subscribers on Instagram). Dawes mentioned that Shiseido was occupied with working with Kumai exactly due to her atypical influencer background, in addition to her Japanese heritage. Moreover, she generated “success” for the model by mentioning it when discussing magnificence merchandise on the “As we speak Present”.

The sequence that includes Kumai is split into sections, with the primary two episodes specializing in the layered Japanese strategy. There are additionally movies on solar safety, skincare substances, sustainability and refillable Shiseido merchandise, amongst different matters. There are additionally appearances of Kumai’s mom and sister in movies discussing their Japanese heritage.

“I by no means had the urge to go on set with a ‘pre-written’ idea or present,” mentioned Kumai. “This life like strategy to my directing and storytelling allowed [Shiseido and me] to create the J-Magnificence sequence… Shiseido was open-minded and contemporary of their strategy.”

The Shiseido staff has a number of targets in thoughts for his or her YouTube sequence. Initially, Shiseido is making an attempt to succeed in a wider and youthful viewers, together with males. The model additionally needs to draw extra subscribers and get them to look at numerous movies on its channel. And it needs to drive year-over-year will increase in natural video views and engagement by likes, shares, and feedback.

Shiseido’s unpaid efforts to extend viewership give attention to cross-promoting the movies on their very own social media channels in addition to these of Kumai. The movies themselves have been optimized for search engines like google and reformatted for YouTube Shorts as effectively. As well as, Shiseido will embody the YouTube sequence in its personal e-mail advertising and marketing.

There may be potential for this unpaid YouTube sequence to affect Shiseido’s general YouTube technique sooner or later. Dawes mentioned that the continued publication of recent and academic movies is a powerful risk sooner or later. Elements Shiseido is monitoring to tell its strategy to YouTube embody video viewing length, the place viewers are dropping out and what they’re commenting on, amongst others. Dawes mentioned video as a format is a central a part of Shiseido’s digital technique, particularly as a method of reaching youthful customers.

“We have now already analyzed [search] knowledge and mapped out the content material plan for these episodes for the remainder of the 12 months,” Dawes mentioned. “But when we [see a new search term] that is statistically vital – one thing massive developing – we’re capable of pivot and make updates [to our content plan] as essential.”


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