HEMA
Social Campaign
From shelf to screen: #Slayma with Hema's digital collectables
Known for its affordable everyday products, HEMA needed a revamp to connect with Gen Z. Together, we took HEMA from digital to physical, making it the go-to brand for the modern era.
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Our Approach
We tapped into the spontaneous, authentic nature of TikTok to engage Gen Z. Working with well-known TikTok creators, we created the #Slayma campaign, showcasing HEMA items through relatable, unpolished content. We also introduced the Juicytimes series, highlighting the humorous side of working in retail, while encouraging the community to "Run, Don't Walk" for the latest must-haves from HEMA.
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Our Process
From viral comedy sketches to in-store activations, we bridged the gap between digital and physical. For back-to-school season, we launched Slayma Summer School, blending TikTok activations with in-store experiences. HEMA’s iconic products, like tompouce and rookworsten, were turned into digital collectables, available as stickers for social media and virtual clothing in Roblox. We even launched real-world #Slayma merch at Lowlands Festival, turning HEMA into a true lifestyle brand.
How did it go?
The Results
In just one year, the #Slayma campaign didn’t just make noise, it made impact. With 82,000 new followers joining the ride, the campaign rapidly grew its community of engaged fans. The videos racked up a staggering 37.5 million views across platforms, proving that Slayma’s message resonated far beyond its core audience. And with 2.3 million likes, shares, and comments, the engagement wasn’t just high, it was personal. People weren’t just watching; they were talking back, joining in and making Slayma part of their daily scroll.
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