Sunday, May 9, 2010
Hema - viral launch of an eCommerce site
Sometimes examples of well-executed creative ideas take a while to cross the ocean. This is one from Holland that I thought was really fun and effective.
HEMA is a Dutch department store that opened it's first door in 1926 in Amsterdam. There are currently 150 stores all over Holland. In June 2008 they launched a campaign to promote their new online shop, but instead of a creating a typical digital ad, their agency turned the new website of HEMA itself into a viral hit, based on the simple message: "The products of HEMA can now be found online at hema.nl"
The website had 700.000 visitors the first week, and 1.500.000 after a month. It was featured on all major blogs in the Netherlands as well as worldwide blogs such as Gizmodo, BoingBoing, Wired. It got over 2.400 Diggs. Google blog search reports over 2.000 mentions of the site's name.