HEMA wanted to reach a wider audience beyond their physical stores, and they came to Pinterest to do it. Bringing their unique store concept to life on Pinterest, they used an array of different ad formats and smart tactics—producing eye-watering creative, attention and results.
HEMA, which stands for Hollandsche Eenheidsprijzen Maatschappij Amsterdam (Hollandic Standard Prices Company Amsterdam), is a variety-store chain founded in Amsterdam in 1926. The stores are famed for their everyday lifestyle products, striking designs and unique store layouts. Their brand mission: A better everyday life in a more beautiful world.
With a handful of stores outside of the Netherlands— a.o. Belgium, Luxembourg, Germany, Austria and France—HEMA wanted to up their digital game and reach a wider audience beyond their physical stores.
They brought their store to life on Pinterest—reaching 1.4M users (and counting) with this note-worthy campaign.1
users reached1
percentage points in Pin awareness1
The approach
With a goal to raise awareness and consideration, HEMA set out their (digital) stall by using a combination of video ads and standard ads to capture the attention of their audience, accompanied with smart targeting and a Pinterest Brand Lift study.
Tapping into Easter, a key marketing moment, HEMA targeted everyone in the Netherlands (across all genders and ages), serving ads to users who searched Easter-related queries. By targeting customers who’d visited their site or people who had already interacted with their content on Pinterest as well as leveraging Dutch keywords such as “pasen”, “paashaas knutselen”, “paasmandje vlechten”, and “paaseieren”—HEMA became top of mind for Easter shoppers looking for inspiration on Pinterest.
“
Pinterest makes it possible to combine an awareness campaign with a consideration campaign. It’s a must-have channel to add to our media mix.”
Daniel Franco, Media + Advertising Manager, HEMA
The results
With just six ads, they reached 1.4M users and gained 13.7 percentage points in Pin awareness1, plus an increase of 8.1 percentage points in message association.2
Overall, HEMA has seen a positive brand lift, increased sales and website visitors. Following this campaign on Pinterest, they’ve welcomed a newly engaged audience of shoppers to their brand and offering.
Tips for your next campaign
Try these Pinterest best practices to get more out of your ads:
01
Experiment with different ad formats
Innovate with different ad formats on Pinterest. Explore the many ways your brand can show up on the platform to capture your audience’s attention.
02
Maximise your creative, messaging and reach
Use Pinterest products such as Carousels to showcase different product features, advertise multiple products, or tell your brand story in chapters.
03
Tap into key moments and trends
Learn what your audience is searching for on Pinterest and show up where they’re looking. Bookmark trends.pinterest.com to get the latest trends to inform your targeting and keyword strategies.