Gleam Futures, an agency that manages the UK’s top vlogging community, formed a partnership with Asda to introduce a YouTube influencer programme through the retailer’s Mum’s Eye View channel. The channel, which went live in 2014, features fashion and beauty tips, health advice and child-friendly recipes, presented by vlogging stars.
Mum’s Eye View had one main goal at launch: to reach 75,000 subscribers in eight months – in year one, it attracted 123,00 subscribers. Year two has brought a new level of success-measurements, relating to monetisation.
With this partnership, Gleam Futures introduced new thinking to how Asda operates – not only in its marketing, but across its trading, operations and legal departments.