HomeSense wanted to use an online approach that would result in long-term loyalty among its brand of trendy yet affordable products and create a viral brand hashtag that would earn attention.
HomeSense reached out to Oboxmedia to develop quality, organic content that would resonate with Quebecers and result in a viral campaign.
Oboxmedia reached out to its partner publisher Trois fois par jour (TFPJ), who houses some of the most famous cooking bloggers in Quebec. The blogging couple at TFPJ set up a campaign that included an Instagram contest and a series of exclusive content - videos and editorials that featured HomeSense products. To ensure the cohesiveness of the campaign, the hashtag #TroisHomeSenseParJour was created to connect the brand with the bloggers .
The initial video introduced the contest, and announced that the blogger couple from TFPJ would be redecorating their den (the before) and the second video showed the room once the renovation was complete (the after). The couple’s genuine relationship and humour was, in great part, what made the campaign such a resounding success among readers.