TradeTracker.com
HEMA and JAN-Magazine
HEMA partnered with JAN-Magazine (Hearst Magazines Netherlands) to transform their women’s fashion sales through a data-driven content commerce campaign. Faced with the challenges of being overshadowed by trend-setting brands and a limited product assortment, HEMA sought to increase sales while maintaining a strong return on ad spend (ROAS).
The collaboration leveraged JAN-Magazine’s influence and editorial creativity to present HEMA’s minimalist, high-quality fashion in a way that resonated with young, fashion-forward women. By using a hero content shopping strategy, JAN showcased HEMA’s curated selection, shifting the focus from quantity to quality.
Real-time optimisation and performance monitoring enabled HEMA to achieve impressive results. The campaign tripled HEMA’s spend, lowered CPC by 35%, and quadrupled ROAS, while traffic surged by 442%. Most notably, sales skyrocketed by 1,024%, marking a highly successful transformation of HEMA’s fashion segment.
Judges Comments
“This is a great example of the power of collaboration between the publisher and the brand/agency - something that is often missing from both sides.”
Deep Dive / Q&A
The Global Performance Marketing Awards 2024 was held in association with ad4mat
