V&D SCHOOLCAMPUS

#BETRENDING

We wanted to engage young teens with a back-to-school campaign that didn't make them feel like they just landed in detainment.

Insight

Kids want to be famous. Nothing new.

BeTrending Challenge

We chose four of Holland’s top YouTube celebrities, and challenged our teenage audience to be more trending than them.

How it worked

First, each of our handpicked teenage celebrities made a video in their area of expertise, make-up tips, sketch comedy etc… Then, they released a video challenging their fans to be more trending than them, by making a video that gets more views.

Campaign Website

If our young celebs lost out to the audience, by receiving less views, they were obliged to make a burn video; like the one from "disfordazzle", who conceded to do her next make-up tutorial video without a mirror.

Back to school catalogue

We turned V&D’s classic back to school catalogue into a juicy Hollywood tabloid, presenting all the school gear with buzzing headlines and visuals.

In-store

V&D continued this visual theme throughout their stores and window displays.

Result

During the 4-week campaign the Schoolcampus campaign site welcomed thousands of visitors.