As the blowout authority with over 3,000 stylists and 70+ locations nationwide, Drybar services over 1.5M clients a year. We launched a How-To video series starring Drybar Founder, long-time stylist, and curly haired gal Alli Webb. With the goal of reaching 2M total views for Drybar's YouTube channel by the end of 2016, the series focused on answering some of the most common hair questions among women today. Each DIY tutorial featured everyday hair tricks to create, maintain, and extend the perfect blowout at home - including how to achieve Drybar's signature styles using our professional line of products & tools.
According to a Mintel/Drybar 2016 awareness & usage study, women 21+ are seeking advice on how to style their hair at-home. And according to a Pixability Inc 2015 study, YouTube hair videos produced by brands receive 8x more engagement than videos by individual content creators, and hair videos make up 28% of all beauty videos on YouTube. Drybar launched 9 DIY How-To videos as a cohesive, multi-platform campaign across all of our digital channels. In addition to Alli, the videos featured a diverse group of Drybar stylists who represented all types of hair that helped make our videos come to life. Via drybar.com's video gallery and individual product pages Drybar's signature styles and product offerings were easily shoppable. Shorter vignettes of the videos were featured across all social channels.
The Drybar DIY series drove 450K views in 2016, resulting in 2M total views for Drybar's YouTube channel.
49% of Drybar.com traffic driven by YouTube were new visitors and the emails supporting the campaign had higher than average open and click-thru rates.
Drybar clients & fans watched 645K minutes of Drybar YouTube video content in 2016.
Drybar's YouTube subscriber base grew 186% YOY.
Drybar's YouTube views grew 130% YOY.
Drybar's videos were added to 5K client & fan YouTube playlists, resulting in 428% YOY growth.
By driving incremental product sales on Drybar.com, the campaign delivered 5X ROI.
