In L2’s Insight Report: Fashion & YouTube, Chanel was clear winner. Not only does its YouTube channel have more views than any other in the study, it has double the subscribers of second most-viewed brand channel (Dior).
Part of Chanel’s success is due to its fragrance business, and the video investments that accompany them. The ‘Marilyn and N°5’ ad has been viewed close to 13,000 times. Other Chanel fragrance videos come close; “Chanel N°5: The One That I want” was viewed approximately 8.500,00 times. In contrast, a video of the brand’s Spring-Summer Haute Couture show was viewed just over 500,000 times. And fragrance-unrelated artistic video “The Return” was viewed just over 500,000 times as well.
Fragrance videos have a lot of success on YouTube, and often inflate channel views for Fashion brand names. As shown in the graph below, fragrance brands make up a disproportionate fraction of video shares of fashion brands.
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