Young people today more than ever are taking advice on what to buy from online vloggers - Celebrities to whom they flock to watch the latest video tutorials, shopping hauls and product recommendations.
In Israel, like in other parts of the world, online video searches for beauty and cosmetic reviews and tutorials have reached gargantuan proportions. To date in Israel there are over 3.5 million monthly beauty related searches, and over 1 million monthly make-up & cosmetic searches, with 35% of those searches being carried out on YouTube.
At the forefront of this trend lie the YouTubers. People like the British star Zoella and the local Ashley Waxman Bakshi who attract a vast following of people who actively search for and engage with their posts.
Therefore, in order to ascertain Super-Pharm's leadership also in the digital realm and stay relevant to younger audiences, BBR Saatchi & Saatchi has decided to create an opportunity for young beauty conscious women to follow their passion and build a career for themselves doing what they love most.
So Super-Pharm launched a search for Israel’s next big beauty vlogger. 20 candidates have been selected so far to attend the world's first vlogger academy.
The Beauty Vlogger academy was being held in conjunction with Google and YouTube, and taught the contestants the ins and out of beauty video blogging - from self-presentation and video editing techniques, to journalism and social media skills.
At the end, Super-Pharm not only reaffirmed its status as leader of Israel's beauty retail industry, it created 20 new social media stars who reached 89% of the country's beauty content viewers.
The academy got extensive media coverage in leading forums such as marcomnews, Saatchi & Saatchi global, and Contagious magazine (with two articles!)
Advertising Agency: BBR Saatchi & Saatchi
CEO: Yossi Lubaton
Creative CEO: Jonathan Lang
Creative Director: Idan Levy
Digital Creative Director: Maayan Dar
Digital Copywriter: Liron Cohen
Art Director & Craft Artist: Myself :)
VP Production & Content: Dorit Gvili
Production: Maya Palmon
UI/UX: Gal Mamalya
VP-Group Account Head: Idit Zukerman & Ben Muskal
Account Supervisor: Noa Sharf
Account Executive: Tal Glantz & Shiran Rachamim
VP Strategy: Shai Nissenboim
Planning Supervisor: Roni Arison
Planning: Moran Nurok
Creative Coordinator: Eva Hasson
Production company: Udini (Udi Efrat)
Director and post-animator: Oren Meyuchas
Advising Director: Ram Baruch
Craft Photography: Alexander Dodin
Behind the scenes:
A Littlle bit from the academy classes: