Lagerhaus Promo BLOG-UP STORES by Prime

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BLOG-UP STORES

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

Credits & Description

Category: Retail (Incl. 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

Describe the objective of the promotion.
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%.

Describe how the promotion developed from concept to implementation.
To activate the target group we pre-launched the online store on blogs and came up with a new solution: Blog-Up Stores. Pop-up stores on blogs .Ambassadors: Lagerhaus teamed up with 6 bloggers. Shop-widget: A widget was built that the bloggers installed and shoppers could buy products without having to leave the blog. Facebook: The Blog-Up Stores were linked to Facebook, and their fans got exclusive content and discounts. In-store: The bloggers also could meet their readers IRL, and were invited to host in-store events. In-store products were marked and visitors were encouraged to go online. Store-opening: As a grand finale fans were invited to shop in the online store 2 weeks before it opened to the public.

Explain why the method of promotion was most relevant to the product or service.
We met the target audience where they were hanging out: interior design blogs. Lagerhaus could interact with fans and got the target audience used to buying Lagerhaus’ products online. Readers that were not already customers were also encouraged to visit the stores. You can tell advertising has changed when an answer to a communications brief turns out to be a new permanent sales channel. Communication has always been a tool to generate business. But Blog Up Stores is one of a growing number of examples when business generates communication. In this case Point of Sale is the whole idea. Combining the first form of social media (blogs) with the latest (social commerce) proved to be a contagious mix.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The Facebook page is the 2nd largest interior design page in Sweden.
During the campaign fans increased by 226% and interactions rose by 360%. When the online store opened Lagerhaus had approximately 17,000 fans, and the fan-base grows bigger.
Fans invited nearly 13,000 of their friends to the ‘fan-only online store launch’ making the launch 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, the average purchase sum is 3.5 times higher than in physical stores. The online store has had 420,000 unique visitors.
The Blog-Up Stores turned out to be more than a marketing tool, today they are a permanent sales channel.