Further to the more important relevance of influencers as means of communication and prominent channel for the young people, on 7th September, Grazia and H&M joined together to organize a very special event in the biggest H&M store in Cologne. Starting from the beginning of August, young blogging talents had to apply on a special platform, created on Grazia website. Everybody older than 18 years could send a short video and thereby take part in the contest to become “Germany’s New Influencer”. All videos were uploaded on Youtube and on Grazia website, where users could like and share their favorite talents. A jury of experts, already well-known brand ambassadors and role models in Germany, was called to choose 3 top talents that were invited to the shop event. To meet the jury and take part at shop event in Cologne, readers and users could buy a ticket online. The shop event was visited by 500 guests, who witnessed the award ceremony and the happy winner, among the 3 top talents, Erik Scholz.