LEWIS supported a successful launch of HEMA’s new flagship store at Stansted airport. The event generated over 20 pieces of coverage, and raised HEMA’s profile as a key player in the UK retail space. But that was just the beginning…
To highlight HEMA’s innovative and versatile product range, LEWIS established a blogger outreach program in the UK and the Netherlands. Drawing from a large blogger database, lifestyle, food and beauty bloggers were selected for their strong audience connections.
Seasonal press packs were created and delivered to bloggers, showcasing HEMA’s product line, and connecting with the bloggers. Press packs included Dutch treats for food bloggers, Easter press packs highlighting the home ware range, and craft bloggers were sent a pack during National Stationery Week. Other bloggers were given a budget to spend at a HEMA store and crafted social content about their chosen product.
A press day in Amsterdam resulted in positive social coverage, and in the run up to Easter, ten bloggers were taken to HEMA’s Kingston store and given a budget with which to curate a collection of products, which they could then take home. The resulting blogs reached a niche audience, with a high level of trust in the author, and illustrated how HEMA’s product range could be part of an enviable, instagramable lifestyle.
In addition to blogger outreach and events, coverage included product features in Shortlist, Metro, Daily Mirror, Homes and Garden, House Beautiful and Style at Home.