Brandy Norwood is back in the title role as star of BET’s new romantic sitcom Zoe Ever After, in which she plays Zoe Moon, a businesswoman and newly single mom juggling career success, friendship, her ex and the dating scene.

Ahead of the show’s premiere last month, BET worked with Oishii Creative to execute an online and on-air promotional campaign that played off of Norwood’s character and her role as the owner of a burgeoning beauty company, Zoe Moon Cosmetics. What Oishii produced also plays off what has become a multimillion-dollar business for some of the Internet’s biggest beauty stars: vlogging.

Product hauls, vlogging and makeup tutorials have become increasingly popular on YouTube, turning names like Michelle Phan and Raye Boyce, AKA ItsMyRayeRaye, into household, or at least laptop-in-front-of-the-bathroom-mirror, names.

International YouTube beauty stars such as Phan and Boyce, who as of this writing have 8,390,777 and 1,125,154 subscribers, respectively, regularly walk viewers through beauty tips and tricks or full-on transformations. One of Phan’s most-viewed videos is titled “Barbie Transformation Tutorial” and has more than 63 million views. What started as a series of fun and instructional videos turned Phan into a mogul with her own L’Oreal line and a subscription-based e-commerce business. So what could be more natural for promoting the show than highlighting Zoe Moon’s cosmetics industry boss status through BET’s own YouTube makeup tutorials?

Oishii crafted a series of videos that star Norwood (as herself, not Zoe Moon) and her real-life makeup artist, Renny Vasquez, recreating looks from the show. The tutorial videos run between two and seven minutes long and walk viewers through “How to Get the Zoe Moon Sculpted Face” or the “Zoe Moon Mogul Chic Look Tutorial.”

“With the rise in popularity of beauty vloggers, we felt like developing online makeup tutorials would be a great way to provide interesting content to viewers while still promoting Zoe Every After,” said BET’s Creative Director Jerome Ford. “We wanted to make tutorials to share helpful tips and tricks and to simultaneously engage viewers with the show.”

The creative solutions company also developed shorter on-air spots, which incorporate the show’s theme music, to drive television viewers toward the online beauty tips, how-to’s and chances to win Zoe Moon-branded cosmetics.

“The tutorials do a great job of blending themes from the show with information Zoe Moon fans can appreciate and hopefully use in their everyday lives,” Ismael Obregon, Oishii’s chief creative officer, said of the cross-platform promos.

Some initial reactions to the season’s first episodes were praise for Norwood’s wardrobe and hair on the show and comments that they were worth mimicking, noting that one of the pants suits she dons in an early episode will likely captivate viewers and inspire them to go online to figure out how to wear it themselves. Now with this inventive new campaign, those viewers can just head right to Zoe Moon’s playlist to learn all about how she stays so on trend.

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