Lagerhaus Promo, Case study BLOG-UP STORES (Case Study) by Prime

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BLOG-UP STORES (Case Study)

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Industry Retail, Distribution & Rental companies
Media Promo & PR, Case study
Market Sweden
Agency Prime
Executive Creative Director Tom Beckman Prime
Released May 2011

Credits & Description

Category: Retail and E-commerce, including Restaurants
Advertiser: LAGERHAUS
Product/Service: INTERIOR DESIGN STORE
Agency: PRIME
Executive Creative Director: Tom Beckman (Prime)
Creative And Project Manager: Maria Larsson (Prime)
Creative And Art Director: Ebba Hultengren (Prime)
Media Relations: Claes Nyströmer (Prime)
Media placement: Blog-Up Stores (Online Stores) - Six Selected Blogs - 5 may 2011
Media placement: Updates, Information, Competitions Etc. - Facebook - 15 april 2011
Media placement: Press Releases - News Wire - 3 May 2011
Media placement: In-Store Events - Lagerhaus Store - 3 june 2011
Media placement: Web-TV - United Minds TV (Daily Newspaper Expressen Web Page) - 24 may 2011
Media placement: Articles - Trade Press, Daily News Paper - 6 may 2011
Media placement: Blog Posts and Tweets - Blogs About Interior Design, Food, Social Media, PR, Retail, Technical Solutions Etc. - 5 May 2011
Media placement: Home Page - Lagerhaus' Home Page - 5 may 2011
Summary of the Campaign
When interior design store Lagerhaus was launching an online store, our mission was to gather fans online, boost the launch and make the online store a profitable sales channel. Lagerhaus’ goal is to reach a turnover of €220,000 in 1 year, and to have the 2nd largest Facebook page in the segment.
Our strategy was to prelaunch the online store on selected blogs. We combined a well-known phenomenon in social media (blogs) with the latest trend (social commerce) and came up with a new solution: Blog-Up Stores - pop-up stores on blogs.
Lagerhaus teamed up with 6 interior design bloggers and we built a widget that the bloggers installed on their blogs - personalised Blog-Up Stores had been created. The widget allowed shoppers to buy products without leaving the blog. The Blog-Up Stores were linked to Lagerhaus’ Facebook page.
The online store is a success and now after only 7 months has a turnover of €190,000, and is close to reaching the goal. The average purchase sum online is 3.5 times higher than in physical stores. And since the number of fans increased with 226% during the campaign the Facebook page is today the 2nd largest in the segment.
The Situation
When interior design store Lagerhaus was opening an online store we needed to gather fans online in order to boost the launch and make the online store a profitable sales channel. Unfortunately, in the year of 2011 the opening of an online store was not ground-breaking news. We needed to find a way to make online retail feel fresh and position Lagerhaus as a company that creates engaging digital activities relevant to the target audience.
The Goal
The objective of the campaign was to build and engage a considerable fan-base online and to get them shopping in Lagerhaus’ new online store so that it reaches a turnover of €220,000 in 1 year.
Our goal was to make Lagerhaus’ Facebook page the 2nd largest interior design page in Sweden after IKEA’s. To become a clear runner up we needed to increase the number of fans by 150%.
The Strategy
Our strategy was to activate the target group by pre launching the online store on selected blogs. We combined a well-known phenomenon in social media (blogs) with the latest trend (social commerce) and came up with a new solution: Blog-Up Stores - pop-up stores on blogs.
We wanted Lagerhaus to communicate in places where we knew the target audience was hanging out: interior design blogs. The Blog-Up Stores enabled Lagerhaus to interact with fans and they also got the target audience used to buying Lagerhaus’ products online.
The brief was to launch a new sales channel and our solution was to create and launch yet another one. Instead of creating communication that would generate sales, we wanted to create sales that could generate communication.
Execution
AMBASSADORS: Lagerhaus teamed up with 6 interior design bloggers.
SHOP WIDGET: A widget was built that the bloggers installed and that way created personalised Blog-Up Stores which they could fill with their favourite products. The widget allowed shoppers to buy products without having to leave the blog. The Blog-Up Stores linked to each-other, Facebook and vice versa, creating a snowball effect of traffic.
FACEBOOK: On Facebook fans got exclusive content. An editorial approach was taken and we created non-monetary fan-exclusive content, adapting the topics according to season and the blogger’s input.
IN-STORE: Lagerhaus got to meet their customers URL but at the same time the bloggers could meet their readers IRL. Bloggers were invited to host in-store events. In store products were marked and visitors directed to the blog-up stores and Facebook.
STORE OPENING: As a grand finale the Facebook fans were invited to shop in Lagerhaus official online store 2 weeks before it opened to the public.
Documented Results
• The Facebook page is today the 2nd largest interior design page in Sweden after IKEA’s.
• During the campaign-period fans increased with 226% and interactions rose with 360%. When the online store opened Lagerhaus had approximately 17,000 fans, and the fan-base grows bigger every day.
• The fans invited nearly 13,000 of their own friends to the “fan-only online store launch” making the launch of the store a success.
• After only 7 months turnover in the online store is already €190,000.
• The online store is one of Lagerhaus’ most profitable stores, and the average purchase sum is 3.5 times higher than in physical stores.
• Since the launch the online store has had 420,000 unique visitors.
• The Blog-Up Stores turned out to be more than a marketing tool and are today one of Lagerhaus’ permanent sales channels.