17 Dec Case: Hey Dude – Building a community in the Netherlands, in the exact right target audience
Building an authentic community in the Netherlands, in the exact right target audience.
The Brief
Hey Dude, the laid-back footwear brand known for comfort, lightness and an easygoing lifestyle, wanted to land in the Netherlands in a way that felt real—not like a traditional launch campaign.
The mission: introduce Hey Dude to the Dutch market by tapping into the exact community that already lives the brand’s spirit every day. Scheveningen became the obvious starting point.
Our Method: Select – Engage – Activate
Select
For the Dutch launch, House of Treats chose Hart Beach in Scheveningen as the home base—a hotspot where surfers, skaters, coastal creatives and relaxed city escapees naturally come together. This is where the Hey Dude target audience already lives, works and hangs out, making it the perfect place to root the brand in real life instead of in a studio.
From there, we carefully selected people and groups who embody the Hey Dude mindset: easygoing, outdoorsy, social and always in motion. Think surf crew, beach entrepreneurs, young professionals and creatives who move seamlessly between city and sea.
Engage
Rather than a standard product push, the launch at Hart Beach was built around shared lifestyle and community energy. Guests were invited to experience Hey Dude in their natural environment—on the boardwalk, in the sand, around the surf.
Activate
The Hart Beach launch is the first step in building a long-term Hey Dude community in the Netherlands. From this foundation, House of Treats helps the brand:
Continue to activate at the right locations: beaches, coastal hotspots and laid-back urban areas.
Invite specific micro-communities—surf, street, festival, creative scenes—that match the brand DNA
Grow awareness organically through genuine experiences, content and word-of-mouth within exactly the right target audience.
Each activation strengthens the bond between Hey Dude and the people who live the brand, turning one coastal launch into a living, growing community.
Why Hey Dude Partnered with House of Treats
Because this is more than a market entry—it is the start of an authentic Dutch Hey Dude community, built by selecting the right people, meeting them in their world, and activating the brand in ways that feel natural, relevant and real.
About House of Treats
Real impact starts with real people. Consumers are craving authenticity. Real voices sharing genuine stories and experiences.
We specialize in identifying and activating real people to bring brand stories to life. Dedicated individuals that truly embody the brand. Creating genuine, lasting, and impactful connections.
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