This Ramadan, Benefit Cosmetics shifts its focus with a digital campaign leveraging nine Middle Eastern content creators across YouTube, Instagram and TikTok.
In addition to regional superstar and content creator Noor Naem (17 million YouTube subscribers), eight other young Arab content creators have been contracted by the brand to create a series of vlogs that will be posted on the brand’s YouTube channel. Each episode will focus on a creator reflecting on moments where they misjudged a situation to emphasize the importance of honesty and forgiveness which are core values of Ramadan.
Benefit Cosmetics Middle East has been consistently investing in its regional online presence since 2018. The brand’s regional YouTube channel currently has an audience of 912,000 subscribers. Benefit’s regional Instagram account has grown over 2.1 million followers. The brand’s social media focus is primarily targeted towards engagement and female empowerment.
To engage with the community and fan base, Benefit will encourage viewers to share their own stories and participate in fantastic giveaways throughout the month of Ramadan.
The first episode will be live on April 13th. Check out Benefit Middle East’s YouTube channel to watch bi-weekly episodes of Moments of Honesty: https://www.youtube.com/user/Benefitmiddleeast
