Glo.com, MSN’s new lifestyle destination for women, and Vaseline Aloe Fresh have teamed up for a multiplatform branded entertainment campaign, the centerpiece of which is a web series called Lighten Up Your Summer with Gabby Reece. As the title would suggest, the series centers around professional volleyball player Gabby Reece as she offers advice on a variety of topics such as beauty tips, home decoration and other topics designed to assist women in enjoying their summer months.
“I was thrilled to work on the Web series with Glo and Vaseline Aloe Fresh,” said Gabby Reece in a statement to Tubefilter. “The videos are all about helping women lighten up their summers, from their skincare, to their beauty regimen to even home décor. They are entertaining and filled with tips and advice.”
This is Reece’s first foray into the web series world and she is known for being a positive role model for women. Tubefilter wondered how Reece enjoyed the experience. “I’ve always been passionate about topics like skincare, fitness, and relationships and a web series provided a unique opportunity to explore them in a more entertaining and creative way,” said Reece. “The series also does a great job of bringing the product (Vaseline Aloe Fresh) to life in a smart, appealing way that enhances each episode. Our goal was to create a light, fun, fresh series that shows busy women how to get the most out of their summers and I am very proud of the results.”
According to an April 2010 comScore panel measurement, partial month, Glo.com drew 4.4MM unique users and came in at number one in engagement in the beauty/style/fashion category with over 67 million page views and 15 page views per visitor on average. For the Vaseline-sponsored series, Glo.com features it in its own branded online hub, which also offers sponsored editorial galleries, a sweepstakes, product information, and coupons.