THE WORLD'S FIRST VLOGGER ACADEMY
| Title | THE WORLD'S FIRST VLOGGER ACADEMY |
| Brand | SUPER-PHARM |
| Product/Service | DRUGSTORE AND COSMETICS RETAILER |
| Category |
E08. Community Building / Management |
|
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
|
Credits
| 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.
- The academy format is now being rolled out globally to China and Poland and implemented in Israel across additional product categories.
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.