Coucou, c'est moi: Mamy Extra!
We gave Extra Shop (Belgian retail chain specialized in home goods and cleaning) a face ànd a personality, by introducing Mamy Extra. As the brand’s dedicated ‘cleanfluencer,’ Mamy leads their always-on communication. With a sparkling personality and years of expertise, she brings a human touch to the brand’s online channels. She doesn’t just sell; she inspires. Focussing on genuine advice and tips, to help followers turn their houses into sparkling homes (and find their way to Extra Shop).
The star of the vertical screen
Mamy Extra stars in social videos, where she demonstrates products and shares clever cleaning hacks in a light, relatable tone. Short, snackable content that fits perfectly into people’s daily scroll.
But her influence doesn’t stop in your feed. In-store, she becomes your guide at the point of sale, appearing on displays and wobblers to help shoppers make the right choice in the aisle.
We backed up the video's with promo ads, highlighting specific products and deals.
With Mamy Extra, we set up a full funnel strategy focusing on frequency, video views and store traffic conversions on multiple social channels. Resulting in a noticeable correlation between digital campaigns and physical store visits.
By using real storytelling, our view-through rates and cost-per-thruplays were well below benchmark, resulting in almost double the forecasted results.
Meet the team
Video: Jeremy D’hamers & Bram Laebens
Photography: Bram Laebens
Audio: Stef Lenaerts
Copy: Fabrice Storti
Project Management: Lobke Vangansbeke
Creative Lead: Sander Vanermen
Design: Laurent Beuten
Digital marketing: Bert Gybels
PR: Walkie Talkie