Wella: MY HOME SALON ICONSULTANCY

Credits & Description:

Visit Site http://www.youtube.com/user/WellaArabia
CLIENT P&G WELLA PRO SERIES
PRODUCT BEAUTY CARE
ENTRANT LEO BURNETT BEIRUT, LEBANON
TYPE OF ENTRY INTERACTIVE: SOCIAL
CATEGORY APPLICATIONS / TOOLS
TITLE MY HOME SALON ICONSULTANCY
PRODUCT/SERVICE BEAUTY CARE
ENTRANT COMPANY : LEO BURNETT BEIRUT, LEBANON
ADVERTISING AGENCY : LEO BURNETT BEIRUT, LEBANON
MEDIA AGENCY : STARCOM MEDIAVEST GROUP DUBAI, UNITED ARAB EMIRATES
BECHARA MOUZANNAR LEO BURNETT BEIRUT CHIEF CREATIVE OFFICER
MALEK GHORAYEB LEO BURNETT BEIRUT REGIONAL EXECUTIVE CREATIVE DIRECTOR
YOUSSEF NAAMAN LEO BURNETT BEIRUT REGIONAL OPERATIONS DIRECTOR
SAMER SHOUEIRY LEO BURNETT BEIRUT REGIONAL DIGITAL STRATEGIES/INNOVATION DIRECTOR DIRECTOR LEVANT
JAD JUREIDINI LEO BURNETT BEIRUT DIGITAL COMMUNICATION DIRECTOR
WISSAM DEBSS LEO BURNETT BEIRUT DIGITAL ART DIGITAL
LAMA BAWADI LEO BURNETT BEIRUT ARABIC COPYWRITER
TARA DOBSON LEO BURNETT BEIRUT ENGLISH COPYWRITER
PHILIPPE ARAMAN LEO BURNETT BEIRUT DIGITAL PLANNER
Links
Entry URL http://www.youtube.com/wellaarabia
Creative Execution:
My Home Salon was implemented on Wella Arabia’s YouTube channel, using an in-house built custom-gadget. Its functionalities included live text and video chat, curated tutorial lists, product information, language choice between English and Arabic for all content and interface. It was powered by a dynamic Content Management System, and displayed in a responsive design that works across different screen sizes. It served as our destination site and our target discovered the service through the following: - Organic and paid search. - YouTube custom masthead, in-stream video ads, banners next to videos. - Annotations on our tutorials. - Facebook posts
My Home Salon resonated with the Wella audience, generating 81,479 Unique Users, many of which came again, for a total of 95,225 Sessions. The average chat duration with our experts lasted 32 minutes, discussing product, hair advice, viewing tutorials and making sure that each user was satisfied with the outcome. Most importantly, My Home Salon contributed to more than 9 million views on the Wella Arabia channel and to increasing our YouTube subscriber base to more than 23 thousand.
When it comes to beauty, Arab women do not show their hair in public and many are not comfortable going to male hairdressers. Yet, these women are constantly searching on YouTube for hair advice and style inspiration without necessarily finding the right answer. Wella identified education as a key strategic pillar and wanted to empower these women by recreating the professional experience in the privacy of their homes. Wella launched “My Home Salon”, an innovative first, in the region and in hair care worldwide that introduced the ability to get a private consultation with a Wella consultant directly on YouTube without ever leaving the site, through live chat, voice telephony, or video conference. While speaking live, our consultants would recommend the right products to users, refer to our curated video tutorials on-site to look at, and offer general advice about hair care and maintenance. All conversations remained strictly private.