Hakola went upstream and made its biggest sale of the year
The Finnish family business Hakola manufactures handmade furniture and competes with the industry's giants, who sell their collections at great discounts. The Habitare expo is a good example of a discount circus. Hakola decided to go against the flow and skipped Habitare, the biggest industry expo, and organized a week-long Design Days event in its store and online. Nitro designed a campaign ecosystem, a campaign plan and a media plan for the event in close cooperation with Hakola, and produced all the materials.
Concept and campaign design
Multi-channel campaign design and implementation, e.g. social media, display, OOH & DOOH
Film production and still images
Hakola Design Days – The joy of design and colours
Hakola organised a week-long Design Days event during the Habitare expo. At the expo, Hakola had a bed installation and promoted their event through advertising. Hakola also had partnership with BMW, where Habitare visitors were transported non-stop from the expo to Hakola's event on Annankatu, Helsinki.
Hakola Shop was open from morning to night. At Hakola Studio, there was a Hakola Story exhibition, Hakola x Aalto partnership exhibition as well as fully-booked decorative sculpting workshops held by Mikki Paananen. In addition, the store had a Poster workshop, a Design Disco for children and Annaleena Hakola's home, Hakola Home, was open to the public all week. A 15 percent discount was given on all products except the novelty sofa.
In addition to the Habitare advertising presence, Hakola activated the target group with outdoor and print advertising. Social media and display advertising directed traffic to Hakola's online store.
The marketing started a week before the actual event with teaser content on social media. During the actual event week, social media content featured the all the interesting and eventful things happening at Hakola House – without forgetting the design. The event and the promotion was highlighted in digital and social media advertising, directing people either to Hakola House or online shop. Hakola's novelty sofa and the recently launched Beds collection were also highlighted, with their design attracting the public to Design Days.
Results
Turnover
Hakola's turnover in 2021 was 7.7 million euros.
Event week sales
During the Design Days event (7 days), Hakola's sales exceeded one million euros.
Online store visitors
The number of visitors increased by 132 percent compared to the regular sales period.
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Head of Growth