The role of emotional loyalty and owned channels

The idea started on a sunny terrace last summer.

Claartje, Elaine and I met to talk through HEMA’s plans for the Christmas season. The idea was simple: create a digital advent calendar. But not a typical one. The kind of challenge we immediately get excited about at Livewall.

That conversation led to the concept of a 3D digital Advent Calendar, fully integrated into the HEMA app. Over the past months we worked closely together to bring it to life. The goal was clear: translate the message of the Christmas campaign — “The most beautiful thing you can give is love” — into a digital experience people could interact with every day.

Throughout December, HEMA fans discover a new surprise each day. Small moments that keep the Christmas message present during the entire festive period.

What makes this project particularly strong is the way CRM and marketing reinforce each other. Too often these worlds operate side by side. Here, they move together.

Relevance is the key. Visual design, copy and incentives are carefully aligned with the brand. From Takkie and Siepie to playful daily surprises. Every detail invites people to return to the app the next day.

Each interaction becomes a small reminder of the campaign message. The result: stronger app engagement, additional installs, and a clear link to store visits.

This is exactly why we believe so strongly in this type of work. Reaching people through external channels is becoming more difficult and more expensive. That makes owned channels increasingly valuable.

When you invest in the value of your own platforms, you strengthen both loyalty and long-term customer value. Gamification plays an important role here. It turns passive followers into active participants.

And when people participate, the message stays with them. The association with the brand becomes stronger and more natural.

Looking back at that moment on the terrace, it is safe to say the idea lived up to the ambition. By bringing strategy, UX/UI and 3D design together — and grounding everything in the recognizable HEMA style — we created an experience that feels coherent from every angle.

I’m incredibly proud of the result and of the collaboration that made it possible.

One thing is certain: this became anything but a standard activation.