Monsterlinos for Ernsting's Family
A monster success

Since 2015, Medienwerft has been the leading digital agency of Ernsting's family. We develop comprehensive e-commerce strategies in a sales-boosting UX design and put communicative solutions in the limelight in a creative manner. A glance at the details demonstrates this: For the children's range, we are to develop a cross-channel sales promotion to inspire children and their parents. We've succeeded very well in doing this with the Monsterlinos campaign - with 65,000 visitors to the landing page and over 7,200 participants in the competition.

The Task

Cross-discipline thinking is required: The campaign is to be shown as part of the "Cool to School" campaign on all channels. In this way, you encounter the Monsterlinos in the shop windows and within the Ernsting's family branches as well as on the campaign landing page, on the blog and the Facebook page and also, of course, on the Ernsting's family website. All relevant touchpoints - POS, online advertising materials, emails, Facebook, YouTube and printed advertising materials - lead to the campaign landing page


The Monsterlinos are out: As part of the campaign, every child was able to draw his/her favourite monster and transfer a photo of the drawing online to Ernsting's family. For this purpose, a responsive campaign landing page was implemented on a Bootstrap basis in TYPO3. The 10 best, most horrible, friendliest, most original monsters were finally brought to life in a soft toy factory. In addition, there was a trip to Disneyland Paris and shopping vouchers to be won. All the participants also had the possibility of receiving a 10% voucher for their next shopping trip to Ernsting's family.

  • Responsive landing page with a colouring page to download
  • Posters in the shop windows and branches
  • Emails with 10% voucher
  • Facebook
  • Monthly catalogue
  • Various interactive special advertising materials



The feedback on the creative family campaign was staggering: More than 7,200 children picked up their colouring pencils and drew their very own Monsterlinos. Their submissions were collected in the gallery on the campaign landing page. The winners were announced via the campaign website and Facebook.
The Monsterlinos campaign was used in over 1,900 branches across Germany and in Austria. The little monsters evidently not only strengthened sales, but also contributed to the brand promise (honest, caring, reliable, creative, individual, optimistic, emotional, family-oriented).

"We are overwhelmed by the effect of the campaign. Well over 7,000 participants and 65,000 unique visitors are a success that far exceeds our expectations."
Maik Ehmke
Project Manager E-commerce at Ernsting's family

"We liked the idea of the Monsterlinos campaign immediately. Particularly the well thought-out cross-channel approach that picks up our customers on a variety of touchpoints and leads them into the stores and the online shop. In addition to the strategic input, we value our leading digital agency for its conceptual and creative ideas and its reliable development."
Stephanie Wölfel
Divisional Management E-commerce at Ernsting's family

Online Marketing
Social Media

About the client

Ernsting's family is one of the leading cross-channel suppliers in German textile retail, with more than 1,800 branches, a successful web presence and around 12,000 employees. The company with its headquarters in Coesfeld was founded in 1968 by Kurt Ernsting and offers fashion, underwear, accessories and a variety of home&living items for the whole family.


August 2015 to the present