Voted Norway's most beautiful bedroom, the result was a resounding success!

Høie, in collaboration with media agency Carat, wanted to create inspiration and attention for Høie's fall collection in a different way. The result was a resounding success.

Strong competition and declining brand awareness among younger women were the starting point for the collaboration between Aller Media and Høie. For more than 150 years, the latter has left its mark on Scandinavian homes - and especially the bedroom - in the form of duvets, pillows and bedding.

Høie wanted to stand out in the market in a creative way, ensure increased branding and broader coverage in the target group. Aller, headed by account manager Marian Hagen Østby, delivered on all counts.

Voted Norway's finest bedroom

The task was to create a total annual plan with various campaigns for Høie, with a special focus on the fall launch. Carat and Høie gave Aller Media free rein to come up with different solutions. This was put into practice with a concept where people searched for "Norway's finest bedroom" on kk.no.

Participants were recruited through social media and encouraged to submit photos and videos of their bedroom. Four finalists then got to pick new items from the fall collection, before submitting new photos where the room was styled with their respective Høie favorites.

The finalists' bedrooms were also presented in a content feature on kk.no where readers could vote for their favorite.

The winner received an additional prize: a visit from Aller Concept Store and Høie's stylist. The subsequent image and video content was eventually presented in a new content article: "One room, three styles".

- I used the insights we have about the interests of kk.no readers - including the fact that they like to keep up to date with trends and want their opinions heard - to develop the concept," says Customer Manager Østby and continues:

- Through kk.no's channels, we met women with a passion for interiors and trends. Since they appreciate getting involved, it was also important that the readers themselves got to vote for the final winner.

- Beyond expectations

Østby says that the concept provided many opportunities across different surfaces - the material was used in several campaigns, and was used on different brands and in different channels - and that this made it extra fun to work with.

She adds that it was also an exciting challenge to have to think about possibilities and the bigger picture, while at the same time having to keep track of an extremely large number of details:

- This is not a concept that does itself. Double-checking, detailed planning, seeing challenges before they arise and an eye for detail are crucial in a project like this. Internally, I've probably been a bit annoyingly determined to achieve everything I wanted... And I did," says Østby cheerfully.

She emphasizes that she is pleased that the idea worked out so well for Høie, and stresses the importance of maintaining a close dialogue with the client and agency throughout the process.

Erna Widerøe, Marketing Manager at Høie, agrees. She is delighted with both the collaboration and the result.

- "We were excited before we launched the campaign... The fact that we received 157 highly qualified contributions to our search for Norway's finest bedroom was beyond all expectations. Creativity is important for good coverage and reader engagement, and Aller Media was a great contributor that challenged us to think outside the box," says Widerøe.

- "Norway's finest bedroom" is the story with the highest conversion from the Aller network on hoie.no and beats the more traditional blog stories in terms of conversion. "This means a high level of engagement and interest among readers when it comes to bedroom interiors, and that we are reaching an important target group very well," concludes Widerøe.

When asked what Østby would highlight as the most important success points from the campaign, the answer is as follows:

- That's the fun part - I can't point out any specific things, because we scored on everything we needed to in terms of results!