The Braid Up was launched due to a key insight that natural hair content and advice have been among the highest performing content (4 out of the 10 top beauty content pieces) on cosmopolitan.co.za over the last years. This brought to light a hunger for natural hair content that is shareable, educational and on-trend.
The Braid Up is a YouTube series that offers a monthly supply of badass, braid ideas. These how-to videos give the COSMO girl with kinky, coily and curly hair the best tricks and protective tips to create hairstyles for varying types of natural hair.
The COSMOPOLITAN Braid Up campaign has reached a phenomenal 1 822 319 people across Facebook, Instagram and YouTube thus far. The campaign produced an incredible engagement rate of 25% which is 21% above the industry standard.
The videos shared on Facebook and Instagram were great for brand awareness, and contributed to the great engagement rate, as well as reaching a large number of people.
The videos had a combined total of 409 536 video views across social media, producing a 22% video view rate. The campaign produced a click-through-rate of 3% which is above the industry standard of 1%.