💅SLAYMA SUMMER SCHOOL✨ TIKTOK YOUTUBE LIVE AR ROBLOX INFLUENCER MARKETING
The annual "back to school" season is a pivotal moment for brands in the Netherlands, especially for students transitioning to high school. For many young people, this marks the start of an exciting chapter in their lives. New school, new friends, new classes—it's a time brimming with potential. However, it can also be a source of anxiety, as students grapple with questions of identity and belonging. What's considered cool? Will I make friends? HEMA, the go-to destination for school supplies, recognized the importance of addressing these concerns and tasked us with creating a campaign that would resonate with Gen Z and Gen Alpha.
Our response was the "SLAYMA Summer School" campaign, a name inspired by the term "slay," which signifies doing something exceptionally well. The HEMA TikTok community had already affectionately dubbed the brand "SLAYMA," and we amplified this notion. The core message was clear: it doesn't matter who you are; as long as you stay true to yourself, you're slaying it.
Throughout the campaign, we collaborated with a diverse group of creators, whom we affectionately called "teachers." Each had their unique style and tone of voice, ensuring that every student could find someone to resonate with. The campaign spanned the entire summer, spanning across TikTok, YouTube Shorts, TikTok effects, stickers for Snapchat and Giphy, and the first campaign for the brand fully starting from social which from there found its way to the stores, folder and website by turning everything into SLAYMA Summer School.
across socialin storerobloxWe took it even further by ensuring that our target audience, who often roam online gaming platforms like Roblox, could slay in the virtual world too. We achieved this by creating clothing items inspired by iconic HEMA products (think tompouce, rookworst, and hotdog) for their Roblox avatars being HEMA the first dutch brand to realease products on the platform.
SLAYMA Summer School wasn't just a campaign; it was the campaign that kept on giving. No crumbs left.
Agency: Gospooky
Client: HEMA
Role: Creative Lead