Sjoerd from the vlog ‘Happy with Sjoerd’ is Albert Heijn happiest employee. He also has Down Syndrome, but that doesn’t stopping him from becoming Holland’s favourite raging reporter. He travels across the entire country to find happy stories for his fans. Help Albert Heijn out in making ‘Everybody Appie’.

During Halloween, he’ll get you the best pumpkin carving tips. For New Year’s Eve, he made sure all his fans would be safe with great firework safety advice. Sjoerd also doesn’t shy away from adventure. There was an episode where he acted as a stunt man, and once he even jumped out of an airplane. Sjoerd will do anything to make sure his fans are happy and entertained.

We handle an outside-in approach. Culture first. Brand second. For each episode we’ll observe what’s happening in the Netherlands. Or we just listen to our vlog’s star, Sjoerd. His way of experiencing the world is culture too. Once he really wanted to go go-carting. So we did, and linked it to F1 racing event.

‘Happy with Sjoerd’ weekly episodes are shared on multiple social channels, such as Facebook and YouTube. As well as on Appie Today’s own website. Through our own media player, the content is distributed on these various platforms, targeted at & tailored to the right audience.

Since the launch of ‘Happy with Sjoerd’ we’ve produced 31 vlogs. It has become a national social hit with over 20 million views, of which 6 million are ‘Appie Views’ (views of longer than 30 seconds).

In a world of picture perfect vloggers, everyone loves Sjoerd. Not only has he build up a fan base consisting of his customers and fellow colleagues, he’s also been able to win over the hearts of fellow famous people in The Netherlands. Including the Dutch State of Secretary, who complimented Sjoerd (and Albert Heijn) on national television. ‘Happy with Sjoerd’ also received incredible TV exposure on a major late-night television program; Eva Jinek.

So even though Sjoerd is a little bit different, he’s has proven to everyone that he is the perfect vlogger. And more importantly for Sjoerd, he’s well on his way to fame!