Campaign details

Brand/Sponsor: Hornbach

Title: Man Cave

Campaign Cost: standardized_format

Campaign Scope: international_core

Advertising Agency: HEIMAT, Berlin

Product Type: Brand Campaign

Campaign Start: 01/26/2016

Campaign Ends: 03/04/2016

Campaign Ran: Germany, Austria, Switzerland, Netherlands, Sweden, Czech Republic, Slovenia

Campaign Description: Branded Content Initiative

Campaign Summary

Brands are usually tangible in touchpoints like communication or in-store-experience. But when it comes to webshops, most brands lose their uniqueness and become all the same. The big question for HORNBACH – the most distinguished DIY store in Germany well-known for its manic passion for projects: How can we transport our core to the uniform world of webshops? The answer was simple: By driving consumers to our webshop in a way only HORNBACH could. In early 2016 HORNBACH launched a weekly web-content-series: "HORNBACH Herrenzimmer" (HORNBACH´s Man Cave). A room where everything is possible. Where male fantasies become reality – as crazy as they might be. Five tutorials on five crazy projects, with a list of materials and tools needed, that directly linked to the HORNBACH webshop. This revolutionary one-click-webshop-experience made HORNBACH's passion for crazy projects tangible online and helped raise online-sales by 17%, pushing the overall sales by +2,5% for the whole quarter.

Marketing Context