Branded Content Video
Maybelline's Youtube channel was one of the social media platform goals to develop locally.
With the aim of "educating", we created a 2 season Youtube tutorial series, hosted by the Portuguese MUA Inês Aguiar.
The main point was to deliver the information in short and trendy videos, that appealed to the community and showed how to use Maybelline's products in an easy and achievable way.
My role as the Digital Manager
Creative idea for both seasons - 1 and 2.
Season 1: short videos with Pro tips to educate the community on how to apply the brand's products. The season had 5 episodes, uploaded weekly at the brand's youtube channel and promoted at the other social platforms.
Season 2: Using the same goal, I decided to shorten the videos duration to 2 or 3 minutes, due to the market tendency and the scenarios for a more Gen-Z, young Millennial appeal. Season 2 followed the pandemic needs, so we decided to have an episode dedicated to makeup to wear with a mask;Content strategy: strategic topics, key products to address; video transitions and edition style;
Props and scenarios management meeting the project budget;
Production agency booking and quote analysis and approval;
Models choice and approval;
Final episode editing approvals;
Digital strategy to launch the series: promoted social stories (Instagram), countdown posts days early, social posts to announce each episode, community response management, and episode uploads on Youtube.
