Creating the best Father’s Day ever with the FHM500

Selling out the FHM500

The FHM500 is the prestigious list of the 500 most beautiful women of The Netherlands – from famous models to tv-personalities, famous and not-famous. This list is launched in a magazine every year. This year we joined forces with FHM, TABAC and Wehkamp to sell as many magazines as possible online. The magazine was sold out online 2 days before Father’s Day making the campaign a big success.

Getting people to buy TABAC to receive their FHM500-magazine

Campaign Strategy & Services

The 2019 FHM500 campaign completely revolved around the awareness-activation model to drive sales as a main goal. In the awareness-layer we provided as much (free) website traffic, views and other earned media attention as possible. In the activation-layer we used the traffic and video views by retargeting with the product activation. To reach this goal, the campaign consisted of three components: the FHM500-magazine, a digital campaign and the social event.

With every TABAC purchase at, Kruidvat and Etos, the customer received the FHM-magazine for free. We had to make sure that the target audience would actually go to the (online) store to buy TABAC products (and of course the magazine). That’s why we actively promoted the FHM500 using Instagram and Facebook. Not only were site visitors of able to vote for their favorite candidate by social sharing, contestants also promoted FHM500 on their own profiles, making them brand ambassadors. We also partnered up with platforms like RUMAG. and and made branded videos with Katja Schuurman and Giel de Winter prior to the event. After the event we got a lot of free publicity from programs like RTL Boulevard and Shownieuws. As a result we sold out the FHM-magazines two days before Father’s Day – making a lot of men in The Netherlands happy with the perfect gift.



Campaign Strategy

Combining the magazine with a digital campaign and social event to increase awareness and sales

Adaptive & Sequential Social Advertising

On Facebook, Instagram and YouTube

Social Content and Advertising

Creating and pushing content on the socials of TABAC and FHM


Campaign Results


Online Impressions


Online Video views


Sales uplift compared to 2018


Online visitors TABAC x

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