December is noisy
Counting down to the holidays, this engagement campaign turns the advent tradition into an interactive experience filled with gifts, surprises and seasonal play.
450.000
Unique participants in-app
+43%
Increase in daily app-engagement
+15%
Growth in new app-users in 19 days.
A clear ambition
December is busy and highly competitive. Attention is everywhere, but time is limited.
The challenge was to bring the campaign message into the app in a way that feels welcome every single day. Light enough to open repeatedly, yet meaningful enough to build a consistent brand moment throughout the holiday season.
Making it work
The digital Advent Calendar was developed as an in-app experience within the existing HEMA app.
Each day reveals a small reward, brought to life by familiar characters like Takkie and Siepie.
A simple draw mechanic encourages daily participation without adding friction, while technical integration with coupons and logistics ensures the experience runs smoothly and can be adapted throughout the month.
Below is the HEMA Christmas commercial of 2025 for reference. Video produced by Hotel L'Amour.
Results
By combining a low-threshold interaction with beloved brand characters and tangible rewards, HEMA turned its Christmas campaign into a recurring digital habit, delivering a consistent brand moment throughout the festive season.
Ready to design interactions that actually stick with your brand?Let’s talk
