for the home
Nicolette Fox (56)
EDITOR OF VTWONEN SINCE 2018. SHE PREVIOUSLY HELD VARIOUS POSITIONS AT LIBELLE.
If there’s one thing that has become clear over the past year, it’s the importance of our own personal living environment. The multimedia platform of vtwonen helps to inform and inspire people with.
With print, online, television, events, retail, an on- line community and a shopping portal, vtwonen is the leading multimedia home style platform of the Netherlands and Flanders. A real ‘360° brand’ with a wide variety of activities.
“You have to answer consumers’ questions and be present where they expect to find answers,” says Nicolette Fox, editor of vtwonen. “We want to attract all people who are interested in home and lifestyle to our platform. It’s a one stop shop. There was already a strong focus on digital growth, but during the pandemic, we pulled out all the stops to meet the need for inspiration, information and shopping online.”
“You have to answer consumers' questions and be present where they expect to find answers”
Huge fan base
vtwonen reaches interior enthusiasts mainly through social media (Instagram and Facebook). People who are planning to renovate or move house are directed via SEO to the online evergreen content: timeless content that remains relevant even in the long term. And people who wish to buy something for their current home are guided by vtwonen directly to the shopping pages.
It’s no coincidence that the brand has a huge fan base on social media: more than 870,000 followers on Instagram and over 350,000 on Facebook, and vtwonen is number 1 on Pinterest. The technical capability to bring this large community together on vtwonen’s own platform will be created this year. With user-generated content, a comment function and question- and-answer sections.
All the channels complement each other, says Nicolette Fox. “Last year, it was again impossible to put on the vtwonen&designbeurs trade show in the usual way. Alongside the physical event, we’ll continue to offer digital elements that we’ve successfully developed as an alternative. And our TV show Weer verliefd op je huis (Falling back in love with your home) is a great help in engaging a new target group. This allows us to fulfil our role as experts perfectly.”
In addition, vtwonen entered into a very exciting collaborative venture with Bol.com as the largest provider of products for the home. There was already collaboration with Fonq and it turned out that the partnerships coexisted very well. One element of the partnership with Bol.com was a quest for new styling talent. The accompanying TV format did not have the hoped-for result, but the collaboration will certainly be continued.
In the number of subscribers to the specials garder & diy
Platform for online courses
The collaboration on content with news brands wit- hin DPG Media (with AD and the regional titles in the Netherlands, and with HLN in Belgium) reinforces vtwonen’s role as the home decor expert, with the help of the video series De Stijl van Eva (Eva’s Style) and sections such as Vraag het vtwonen (Ask vtwonen). This increases both reach and branding. The platform for online courses, vtwonen college, with paid-for content, also proved to have high potential. “We see man opportunities in this area.”
The launch of vttv, the online video channel with short Do It Yourself clips and styling tips, was also in 2021. “Our video services are still at an early stage. We have room to grow, for example with smart makeovers and inspiring home tours.”