From Blogger to Vlogger
Ellos – the Nordic online fashion, interior and beauty store – wanted to get a better hold of the +25 segment. The challenge was that this group usually does not follow YouTubers like the younger generation. Instead they still prefer the established bloggers. So how do you make a YouTube-driven, engaging and relevant video campaign for a target audience, who do not follow any YouTube creators.
The mission was therefore to make an interesting campaign for the target group – while also transforming their media consumption to include YouTube vlogs etc. – all the while promoting Ellos’ offerings to their preferred customer segment.
Gonzo Media developed the concept “From Blogger to Vlogger” – an online mini series, where Ellos looks for the next fashion star on YouTube. We chose four popular lifestyle bloggers – Christina Dueholm, Sophia Roe, Marie Hindkær and Maria Jernov – and took them in at Gonzo Academy, a YouTube school we launched for the campaign. There, they were taught tips for how to create YouTube content – from filming techniques to storylines.
There were produced four episodes – each covering one of the product segments of Ellos.
The episodes were then posted on the Ellos website, allowing viewers to vote for their favorite. In order to attract the audience – who are not accustomed to watching YouTube vlogs, simultaneously, Gonzo Media conducted a digital media effort ensuring that the regular readers of the blogs were exposed to the campaign, every time they went on YouTube, thereby moving the older demographic to YouTube, enabling us to run a video campaign for a target group not previously present.
Due to Gonzo Media’s strategic prioritization and platform knowledge, it was possible to get digital placements at a significantly lower cost than budgetized, thus expanding campaign reach within budget.
+483.400 views in the +25 target group
(5.8 % over KPI)
Like ratio: 93%
(3% over KPI)
(51% over KPI)