How HEMA won on Snapchat

HEMA

HEMA ‑ Snapchat
Social Campaign

How HEMA won on Snapchat

HEMA was already active on nearly every major social platform, except Snapchat. So together, we brought the channel back to life and turned it into an always-on content engine built for a younger generation. By combining Spotlights, Stories and native interaction, HEMA transformed an inactive account into one of its most engaging social platforms. Click here to check it out!

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Our Approach

HEMA was already present on Snapchat, with occasional activations like lenses and paid campaigns, but lacked an always-on approach. Meanwhile, Gen Z and Gen Alpha spend a big part of their day on the platform - leaving untapped potential for a brand like HEMA.

Instead of simply adding another platform, we reintroduced Snapchat as an always-on channel. The goal was to build daily relevance and connect with a younger audience in a way that feels natural to the platform.

That meant moving away from traditional content. On Snapchat, people don’t just watch, they interact. So we focused on content that invites participation, using humor, recognizable moments and a playful tone of voice that fits both the platform and HEMA’s DNA.

LET'S GO IN-DEPTH

Our Process

We built HEMA’s Snapchat as a mix of Spotlights, Stories and interactive formats.

Spotlights drive reach and discovery through short, fast-paced videos. Stories create daily relevance through swipeable narratives, combining products, in-store moments and behind-the-scenes content. On top of that, interactive features like polls and Q&A’s turn content into participation.

To keep the channel consistent, we work with a weekly rhythm: one Spotlight and one Story series. Everything is produced in-house, keeping the content fast, flexible and fully native to the platform.

HOW DID IT GO?

The Results

Since relaunching in June 2025, HEMA’s Snapchat generated 21.3M views and grew to ~40K followers from scratch. Stories proved to be the strongest driver. The Nijntje Profile Story reached 2.11M views, while interactive formats like “Raad de Prijs” drove thousands of votes and responses and unlocked extra reach through Discover.

Spotlights delivered strong engagement, with the top video reaching 261K organic views and the most-shared video achieving a 7.52% engagement rate and 7.2K shares. In total, Spotlights generated 15.5K shares and 8K comments.

The work was recognized with a Best Social Award 2026 for Best Brand on Snapchat and featured at a Snapchat business event as a leading example of how brands can win on the platform. Turns out, Snapchat was worth the comeback.