We have recently discussed the importance of consumer segmentation and here is a great example of how experiential can be used to integrate both online and offline worlds in order to reach your target consumers and grow a strong and dedicated online fan base.
Swedish home interiors retailer Lagerhaus decided to prelaunch their new online store by empowering six selected interior design bloggers with the freedom to market their blog-up Lagerhaus stores in their own personal styles.
In-store across Sweden, products were marked as ‘blog favourite’ and the bloggers were also invited to meet their readers in real life at the launch of the online store.
The result: great PR coverage, a facebook fan base increase of 226%, a 360% increase in interactions, and 13,000 fans attending the invitation-only online store launch.
A very clever execution of a highly targeted integrated experiential campaign which , which proved invaluable in generating awareness and loyalty towards Lagerhaus’ official e-commerce store. What do you think?