Battle of the Bloggers by Lancôme is a 6-month YouTube competition show aimed to rejuvenate brand’s image.

12 popular beauty bloggers have been competing for the crown of Russia’s best beauty blogger over the course of 24 episodes and 80 videos using only Lancôme's makeup products.

The key was to find the right media partner.

Partnership with Allure, one of the most influential beauty magazine have brought the needed credentials that allowed us to cherry pick most popular beauty bloggers, as well as attract Allure's premium audience.

Bloggers took part in competition for free because it gave them a stamp of approval from a leading beauty publication and one of the biggest luxury brands.

Allure got an influx of traffic from bloggers' massive audience and Lancôme was able to rejuvenate its image and exclusively integrate itself into bloggers content in a native way.

It was a win-win for all.

To implement our strategy of constantly being “on-air” we had to ensure a long-term period for our competition: the first battle aired in August and we crowned the winner on New Year’s Eve.

Allure’s YouTube channels was the core platform of the project. We also used contestants’ channels to maximize reach. They had to upload the full video of their challenge on their YouTube accounts encouraging the audience to vote for them. This way we ensured the brand experience between bloggers audience on a weekly basis.

In addition, contenders were judged by beauty professionals and Russia’s most popular beauty blogger, Maria Way.

For deeper audience engagement and product exposure, we created the Bloggers Zone on Allure.ru with a wide range of articles written by beauty bloggers and editorial team.

Project went beyond digital sphere and included announcement in print, beauty boxes, offline events with master classes and meet-and-greet with contestants.

Organic videos views: 2 270 700+

Target audience reach (W18-30): 404 563

Engagement higher than on Allure.ru’s editorial sections:

Average time on the project page: 05:04

Bounce rate: 25,89%

Returning visitors: 33%

Average frequency of contact: 3,5

Business results among target audience:

Brand awareness +12%

Usage +4%

Client renewed the project for Season 2

Our solution turned out to be a game-changer for the beauty category and successfully responded to brand’s challenge:

• Innovative, for the client and beauty luxe category, media approach with constant content and news creation during 6-month period, as opposite to traditional media launch strategy with actives once or twice a year

• Creation of a vibrant native platform in partnership with Allure that provided a seamless brand integration

• Establishing relationship with contestants and their audience that went beyond competition as bloggers kept recommending and using Lancôme products in videos, not related to the competition