imm cologne showcases trailblazing interior design concepts and provides new impulses, making it the first choice for prestigious exhibitors and trade visitors from all over the world. In order to highlight its position as a trend, innovation and exchange platform and to boost visitor loyalty throughout the year, the international furnishing show relies on comprehensive social media communication.
The strategy: Our social media approach perfectly reflects the self-image of the leading interior design trade fair and also makes it the interior industry's place to be online. With inspiring content and cross-channel storytelling around the question "How will we live and dwell tomorrow?" we created lively online forums for exchange, trends, and innovations. In addition, we devised campaigns to activate the community: for instance under the motto "interior moments" in 2020. With this emotional anchor, we reached all target groups despite their diversity, as everyone knows/experiences/feels interior moments every day. And imm cologne is the place where an extravaganza of them is on display. We showcased this in the run-up to the fair and delivered exciting sneak-packs as part of a testimonial series: interior bloggers, designers and exhibitors presented personal design highlights as well as innovations that were shown at the fair, thus whetting the appetite to visit the fair in person. The final step was a purchasing campaign that targeted the purchase of tickets.
The result: the spirited appearance with emotional multimedia content inspired imm cologne aficionados and potential visitors alike. Reach and interaction increased significantly on all channels, and the number of followers and fans continues to rise. This makes imm cologne an important platform for the topics of living, furnishing and interior design not only during the trade fair but all year round.