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. Together with d.is.xt we engaged to create a full digital awareness and retargeting campaign for the launch, creating unique communication for the various target audiences.

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”.

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

83.8%
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%).