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.

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.