CASE | HEMA B.A.E.

Omni-channel

About

HEMA is a global Mass Merchandiser retailer chain of 800+ stores and a developed e-commerce presence.   They are very fashion-forward and fun to shop.  HEMA have a significant presence in several countries such as Germany, The Netherlands, Belgium, Germany, France, Spain and the UK as a well as an e-commerce business in Asia and North America.

Early 2019, HEMA introduced a new beauty label “B.A.E.”: Before Anything Else. It has a wide assortment of innovative products, for every moment of the day. B.A.E. is affordable, on-trend and 100% vegan. Its message is: no matter who you are, what you do, with B.A.E., you’re always the best you can be.  d.is.xt Was engaged to create a full digital awareness and retargeting campaign for the launch, creating unique communication for the various target audiences.

TVC

Business Challenge

How to create awareness, interest and drive trial for a new beauty line at a retailer not associated with beauty?

How to reach a younger audience than the typical HEMA shopper?

How to effectively communicate the various product benefits to different target audiences?

Solution

Leverage TV commercial creative assets to develop digital content across platforms with focus on Social. Strong focus on both HEMA and B.A.E. branding.

Apply a targeting and re-targeting communication strategy to drive Awareness, Interest and Trial.

Leverage the DISXT proprietary Dynamic Creative Optimization solution to personalize the content to the various target audiences based on their interests and social profile.

Dynamic messaging

In the various phases of the campaign, we have focused on targeting different target audiences with different messaging. By setting up the video ads dynamically, we were able to easily exchange the messages throughout the different campaign phases. This resulted in numerous videos with differentiated messaging, all uniquely targeted to the relevant target audience. Naturally, the messaging is based on the various USP’s of the product as well as the brand, such as “On-the-Go”, “On-Trend”, “100% Vegan” and “Dermatologically Tested”.

The work

INITIAL TARGETING

Dynamic Video Ads:

Platform:
Youtube
Target:
Vegan
Platform:
Instagram
Target:
On-the-Go
Platform:
Facebook
Target:
Vegan
Platform:
Snapschat
Target:
General
Platform:
Display
Target:
General

Retargeting

Every platform also had a number of dynamic retargeting ads which showcased a great number of products from the collection to broaden the appeal.

Platform:
Snapchat
Target:
Vegan
Swipecube

Omni-channel SwipeCubes were also leveraged using geo-targeting to drive consumers to the nearest store.  The SwipeCubes rotate quickly to strengthen the fashion feeling.

Facebook Ad
Facebook Carousel

Similarly, there were carousels  and ads on Facebook and Instagram to highlight the new collection and products.

RESULTS

Brand lift study by Google

Objective:

As B.A.E by HEMA is a completely new brand, driving Awareness is the primary challenge.  Hence, ad recall is the primary KPI for the effectiveness of the campaign.

Results:

0 %

Overall video ad recall at 41.7%, which, per Google benchmark, amounts to best-in-class results. All video ads were highly effective; consumers have good recall of them and link them to the B.A.E. brand.

0 %

The ad recall results were driven by the 18-24 year old respondents, the key target group for B.A.E. Within this target, ad recall was 83.8%.  Both ad viewability and the percentage of ads with sound-on were above benchmark (both at 97%).

11" out of 15"

73.7% of the ads were shown on mobile.  The ads were skippable after 5 seconds.  Despite this, the target audience viewed on average 11 of the 15 seconds of the videos.