Hema Slayma

Hema & GoSpooky bring the 10-13 crowd back with a Back to School series starring "Slayma" and relatable creators, tapping into real drama and emotions. The TikTok series Sappige Zomer follows students as they tackle the leap to secondary school, all with a juicy, WhatsApp-style vibe. Each episode drops fresh Back to School looks, with teasers and cross-posts on creators' channels. It’s all about community vibes, with music and real-time feedback shaping the story.

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.

Walk with us

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.

Let's go in-depth

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 amassed: 82,000 new followers 37.5 million video views 2.3 million engagements. Slayma grew so big, we even created real merch to sell at one of the biggest Dutch festivals, Lowlands.