Mothervlogger

For Wehkamp, with Wefilm Concepts & Google Zoo

In search for the next big vlogger

They are the stars of the moment and they are captivating audiences of millions from their bedrooms: vloggers. Together with Wehkamp & Google Zoo, we developed the world's first vlogger competition, a captivating online show broadcasted on YouTube. By counting all views, subscribers and likes, The Netherlands selects its own Next Style Vlogger. The winner of the show - the mother of all vloggers - was offered a dream job as vlogger at Wehkamp. In that way, we were able to create a personal stylist at scale.

Hosted by some of Holland’s biggest Youtube-stars Wehkamp's Next Style Vlogger"got the immediate attention of the target audience. The audition-promo was viewed over two million times and the series created a dedicated fan-base that shared and liked the vlogs of its contestants. In the end, the series reached over 4.3 million people, an exceptional view-through-rate of 52% (YouTube benchmark: 20%) and a average retention in through-view of 17% (YouTube benchmark: <5%). Funnily enough, the series was viewed as much by men as by women.

187 entries, 7 episodes, 45 hours of vlogging and a lot of emotional moments later, Wehkamp has found their Next Style Vlogger: Naomi!