Netherlands

Hunt for a new style vlogger proves huge success for Dutch online retailer Wehkamp

June 2016

Having successfully collaborated with famous Dutch vloggers, the online retailer Wehkamp decided to take their collaborative approach to the next level by looking for its own fashion and lifestyle brand guardian who would work exclusively with the Wehkamp brand.

THE GOALS

Find a new style vlogger and brand ambassador to work exclusively with Wehkamp

Engage audiences and harness audience participation as key to the final results

Build on brand awareness

THE APPROACH

Create an industry-first competition for a brand-exclusive vlogger

Utilise YouTube, with particular focus on TrueView

Target audience to be in line with key Wehkamp shoppers: women aged between 25-35 years old

Optimised and adapted content based on viewing data

THE RESULTS

3 years watch time in only 8 weeks

50% View Through Rates

65% viewers watched Wehkamp ads

With this in mind, the Wehkamp Next Style Vlogger competition was launched, where would-be fashion pundits could upload their application video. Once the Wehkamp team had selected their round of potential candidates, a six-part online series commenced. Accompanied by enthusiastic coaches, candidates were set new challenges. The winner was selected based on total views and jury points.

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"We wanted to inspire people, and providing inspiration is in the DNA of the brand," explains Puck Landewe, Wehkamp's Editorial Content Team Lead. Working alongside We Film and Google Zoo, the results were certainly inspirational: Wehkamp used the episodes as TrueView ads on YouTube to promote the campaign and saw great results. Over 50% of the audience chose to watch the videos and they generated over three years of watchtime in only eight weeks.