When Julie Supan was hired as senior director, marketing, at YouTube, she came in under unique circumstances. "I needed to help launch a site and build a brand — with no budget," said Supan.
Times have certainly changed for the almost two-year-old Web site, which is now the eighth most trafficked destination on the Internet. In November, Google acquired YouTube for $1.65 billion in Google stock.
"The key difference about our site is about community in control," said Supan. "We let the community decide what's popular."
This strategy has resulted in three million videos watched daily, with 8,000 videos uploaded per day. She added that YouTube is successful because "you can watch what you want, when you want it."
The audience is predominately in the 18- to 55-year-old age range, but the topics covered via video have no limit. She showed some examples, ranging from a video that provides instructions on how to make an omelette in a Ziploc bag to another that chronicles a girl with bone marrow cancer who is trying to raise awareness for the disease.
Supan said YouTube also provides an outlet for companies to grow their brands. "You can reach out and engage a new audience," she offered.
In a departure from traditional marketing, Supan encourages fashion brands to build their own "channel" on YouTube to create buzz and promote new campaigns. "Use the resources you already have to produce short videos," she said. Neiman Marcus has taken advantage of the site, uploading videos with testimonials from figures in the fashion industry, including Giorgio Armani; Leonard Lauder; Stefano Pilati, creative director of Yves Saint Laurent, and Yves Carcelle, chief executive officer of Louis Vuitton.
Ford Models has also embraced YouTube. To date, the company has posted more than 257 videos and has approximately 13,000 subscribers. The videos show fitness and beauty experts and, of course, models. "It's been a high ROI [return on investment] and boosted the careers of some of the models," Supan said, adding Ford has made only a "modest investment" in the channel.
To Supan's surprise, magazines are becoming more interested in YouTube as well. She has been fielding calls from fashion magazines to learn more about the Web site and recently visited the publisher at People, who told Supan the magazine chronicles the lives of people, while "YouTube is a reflection of them."For brands considering YouTube, Supan has imparted three keys to success: be real, be consistent and be interesting. "If it's done for the community in mind, it will be successful," Supan said. "Our goal is to get more great content into the system."
In his new book “Hollywood Royale,” Andy Warhol’s Protégé Matthew Rolston celebrates the Eighties revival of Hollywood glamour. Featuring more than 100 portraits taken by Rolston from 1977 to 1993, the book contains photos of icons like Michael Jackson, Cyndi Lauper, and @drewbarrymore, pictured here in 1991. “Hollywood Royale,” out today, will be accompanied by an exhibition opening at Los Angeles’ Fahey/Klein Gallery on March 1. #wwdeye
"Nowadays when life is not so happy with everything going on in the world, I think people come to me for a little bit of whimsy and color and fun." - Designer Rebecca De Ravenel on her cult-favorite jewelry line. (📸 : @vsteves) #wwd40
“Everyone is talking about how the retail industry is struggling, but I think it’s an incredible time because brands who are doing something different and innovative are setting themselves up for the future,” said @adamgoldston, who founded the luxury athletic brand @apl with his brother @ryangoldsten. The Goldston’s are part of WWD’s 40 under 40: a group of industry notables. See the rest of the list on WWD.com. (📷: @vsteves) #wwd40
@eyeswoon blogger Athena Calderone debuted her first-ever cookbook, “Cook Beautiful,” which is heavily centered on the presentation and visual expression of food. Pictured here are her miso glazed carrots from the book. Get the recipe on WWD.com. (📷: @johnny_miller_) #wwdeye
“It’s passion that helps get anybody to a certain point and it’s what’s propelled me,” said Kith founder @ronniefieg, one of WWD’s 40 under 40: a group of industry notables who are changing the face of retail, fashion and beauty. Fieg, who opened a Manhattan flagship on October 7, began his career at age 13 as a stock boy and salesman for footwear chain David Z. “I think staying true to [my] beliefs, hard work and passion have gotten me to where [Kith] is today.” See the rest of the 40 at WWD.com. (📷: @vsteves) #wwd40
25-year-old @samweaving is about to break out this fall, starring in Netflix’s horror film “The Babysitter,” fittingly out today on Friday the 13th. That’s not the only place you’ll be seeing her, though — Weaving’s got a role Showtime’s “SMILF” and another alongside Frances McDormand and Woody Harrelson in “Three Billboards Outside Ebbing, Missouri.” Though she’s got a full plate at the moment, there’s one role she’s got her eye on: Marilyn Monroe. “I’m a little too young at the moment, but it’s on my bucket list,” the actress told WWD (📷: @dandoperalski) #wwdeye
BFF's Poppy Jamie and Suki Waterhouse celebrated the launch of their bag line Pop x Suki at Nordstrom last night. "The line is really about our friendship, and how we are so different but complement each other," said Waterhouse. 👯 (📷: Katie Jones) #wwdeye
After designing the new @louisvuitton and @bulgariofficial flagships and a @chanelofficial boutique opening in Japan, @petermarinoarchitect has another project on his plate: The Lobster Club. Located in the Seagram Building, it’s the famed architect’s first restaurant project in New York, serving up modern Japanese brasserie-style cuisine. Bronze hues, bespoke material detailing, blush and chartreuse tones and a heavy emphasis on Picasso can be seen throughout. Mark your calendars for Nov. 1 for the much-anticipated opening. (📷: @clint_spaulding) #wwdeye
Did you know: @carlychaikin of "Mr. Robot" has been painting for about a decade? The actress, who plays Darlene on the show, is a self-taught artist who lists Salvador Dalí and Chuck Close as some of her idols. Chaikin told WWD that painting is a form of meditation for her — A much-needed one given the intensity of "Mr. Robot." See a piece Chaikin is working on at WWD.com (📷: @jilliansollazzo) #wwdeye