Teenagers find many ways to share their identity: through their looks, clothes, school supplies and even through their social media. To help them express themselves in a way that fits their own identity, HEMA founded the ‘Vlog Academy’: the on- and offline platform where teenagers get all the online tools and training they need to become their own influencer.
So what did they learn at the Vlog Academy? The campaign ‘semester’ consisted of 8 vlog classes, instructed by the target’s favorite influencers. The classes could be taken at HEMA’s flagship stores or online through Snapchat and YouTube.
Each class came with special homework assignments. This created footfall both online and offline. A special contest marked the end of the campaign: the best new influencer on the block could win a contract at an influencer agency.
This way HEMA takes its school campaign to the next level and encourages teenagers to show who they really are. Offline with HEMA’s school supplies and now also online through HEMA’s Vlog Academy.