Title	THE WORLD'S FIRST VLOGGER ACADEMY
Brand	SUPER-PHARM
Product/Service	DRUGSTORE AND COSMETICS RETAILER
Category	A07. Talent
Entrant	BAUMANN BER RIVNAY SAATCHI & SAATCHI Ramat Gan, ISRAEL
Idea Creation	BAUMANN BER RIVNAY SAATCHI & SAATCHI Ramat Gan, ISRAEL
Media Placement	ZENITHOPTIMEDIA Ramat Gan, ISRAEL
PR	PR SHALOM TEL AVIV, ISRAEL
Production	ADONI Ramat Gan, ISRAEL
Additional Company	GOOGLE Tel Aviv, ISRAEL

Name	Company	Position
Yossi Lubaton	BBR Saatchi & Saatchi	CEO
Chief Creative Officer	BBR Saatchi & Saatchi	Chief Creative Officer
Idan Levy	BBR Saatchi & Saatchi	Creative Director
Maayan Dar	BBR Saatchi & Saatchi	Digital Creative Director
Liron Cohen	BBR Saatchi & Saatchi	Digital Copywriter
Carmel Gilan	BBR Saatchi & Saatchi	Art Director
Dorit Gvili	BBR Saatchi & Saatchi	VP Production & Content
Maya Palmon	BBR Saatchi & Saatchi	Producer
Gal Mamalya	BBR Saatchi & Saatchi	UI/UX
Idit Zukerman	BBR Saatchi & Saatchi	VP Client Services
Ben Muskal	BBR Saatchi & Saatchi	VP Client Services
Noa Sharf	BBR Saatchi & Saatchi	Account Supervisor
Tal Glantz	BBR Saatchi & Saatchi	Account Executive
Shiran Rachamim	BBR Saatchi & Saatchi	Account Executive
Shai Nissenboim	BBR Saatchi & Saatchi	VP Strategy
Roni Arisson	BBR Saatchi & Saatchi	Planning Supervisor
Moran Nurok	BBR Saatchi & Saatchi	Strategis Planning
Eva Hasson	BBR Saatchi & Saatchi	Creative Coordinator
Udi Efrat	Adoni	Production
Oren Meyuchas	Self employed	Director & Post Animator
Ram Baruch	Self employed	Advising Director
Yaron Marcovich	Google	Agency Manager
Amir Ariely	Google	Head of Creative
Shani Vengosh Shaul	Super-Pharm	Communications Manager
Gali Berger	Super-Pharm	Spokesperson
Ronit Doanis	BBR Saatchi & Saatchi	Traffic Director
Dan Deutsch	BBR Saatchi & Saatchi	Video Editor

The Campaign

In the first ever partnership with Google and Youtube, Super-Pharm launched the world's first "Vlogger Academy". An academy that would teach and nurture Israel's first generation of beauty vloggers and lay the foundation for a buzzing beauty community. A content strategy idea that would champion our consumers by empowering them and pulling them into the center of the Super-Pharm experience.

Creative Execution

Using an online recruitment campaign which ran on digital social media channels and a PR push on news sites catering to beauters and fashionistas, we asked potential candidates to upload a video themselves to our microsite explaining why they should be chosen to attend the academy. This way Super-Pharm selected 20 Beauters. Then, after arming candidates with a camera and all the tools they would need, over a 1 month period, two days a week, we taught them everything: styling, journalism, video editing, make-up techniques, self-presentation, social media skills, YouTube analytics, follower outreach and brand collaboration. Lecturers included stylists, cosmetic artists, fashion editors&journalists, film directors&producers, bloggers& YouTubers from Israel and abroad but also digital marketing, advertising and social-media experts. Classes included lectures but also hands-on experiences, course assignments and projects. Hope is, Super-Pharm's graduates will in the future pass on their experience to new beauty vloggers and grow the community.

- Super-Pharm reaffirmed its status as leader of Israel's beauty retail industry. - It created 20 passionate brand ambassadors who will no doubt show the company their gratitude in the future - 20 new social media stars who reached - 89% of the country's beauty content viewers (many of them youngsters in the 16-24 age bracket) - A bold and innovative move, the Academy got extensive coverage in Israel and abroad with Contagious Magazine dedicating two 15 page articles to the initiative.

Young people have migrated to YouTube. It has become their primary source of entertainment. That's why as a brand, if you wish to continue communicating with them, the only way to do that is by creating content. Not necessarily your own content – they distrust ads – but by cooperating with vloggers they trust and turn to for beauty product recommendations, tips&tricks. The problem is in Israel there is only one beauty vlogger. That's why as the country's leading beauty retailer chain we decided to help grow this community and develop local talents by opening the world's first "Vlogger Academy".

Upon doing research, we realized that while online video beauty searches had reached huge proportions (In Israel there are over 3.5million monthly beauty-related searches, 35% of which happen on YouTube) most of the content Israeli consumers were exposed to was not in Hebrew and did not originate here. As such the character of the reviews missed a great proportion of women. You will do a review differently depending on whether you are speaking to a secular Jewish woman, Muslim or Ethiopian. And while Israel did have a few people dabbling in beauty reviews online – there was only one real local authority. Therefore, as a retailer that caters to Beauty&Cosmetic enthusiasts from all walks of life, segments and ethnicities, it felt like a natural fit for Super-Pharm to take on the challenge of shaping the nascent beauty-vlogger community and invest in building a long-lasting relationship with them for the future.