Since 1926, HEMA has been synonymous with quality and affordability in Dutch retail. However, as traditional TV viewership trends older, the brand faced the challenge of connecting with younger audiences, particularly Gen Z, who gravitate towards online platforms like YouTube.
In a Think With Google piece about "Clicking With Gen Z", Leontien Boere from HEMA provides insight into why and how the Dutch heritage brand embarked on a digital marketing transformation:
"At HEMA, we’ve always been about quality and affordability. Since 1926, we’ve been a beloved part of Dutch culture. But like many established brands, we faced a challenge: how can we stay true to our heritage while connecting with new, younger audiences?"
Strategic Shift to Digital
Recognizing the shift to streaming, HEMA embarked on a digital marketing transformation. Instead of merely repurposing TV commercials for online use, they crafted shorter, platform-specific content tailored for YouTube's skippable ad formats.
This approach ensured that the essence of the brand resonated with a new generation without compromising its core identity.
Data-Driven Decisions
Central to HEMA's strategy was the use of data analytics. By narrowing their target demographic from 25-54 to 25-44-year-olds, they achieved a significant increase in reach without additional expenditure.
Utilizing cross-media reporting tools allowed for real-time analysis and optimization, ensuring campaigns were both efficient and effective.
Leontien Boere elaborates:
Data is central to everything we do at HEMA. To make sure we were comparing apples to apples, we did not look at CPM metrics (cost per thousand impressions) as per our usual digital marketing measurements. Instead we looked at the cross-media reporting tool also known as XMR data. XMR data provides us with cross platform measurement to easily see the efficiency and reach of our YouTube and TV campaigns in one report. Without it we would not have been able to measure the incremental reach we gained through our new strategy.
Impressive Outcomes
The results were noteworthy. HEMA experienced a 7% increase in ad reach and an 80% reduction in cost per view compared to traditional TV advertising.
Additionally, there was a marked increase in searches for products featured in their YouTube ads, indicating heightened consumer engagement and interest.
Key Takeaways for Marketers
HEMA's journey offers valuable insights:
Understand Audience Behavior: Recognize where your target demographic consumes content and tailor your strategies accordingly.
Leverage Data Analytics: Use data to make informed decisions, optimizing campaigns for maximum impact.
Adapt Creatively: Customize content to fit the platform and audience preferences, ensuring relevance and engagement.
By embracing change and staying true to their brand values, HEMA successfully connected with a new generation, demonstrating the power of strategic digital marketing.
At Global Data Resources, we specialize in helping brands navigate the evolving digital landscape. Our expertise in data-driven marketing strategies can assist your business in reaching and engaging target audiences effectively.
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