H&M Back to School 2022
Driving awareness for H&M childrenswear
With children heading back to school, H&M needed a strategy to that focused on one of the most important times of the retail calendar for childrenswear. Our work was to show that H&M is on the side of parents; helping to save them time and be smart with their money, whilst encouraging their kids to self-express through their clothing, all whilst driving awareness and conversation for the brand during back-to-school period.
Looking at new ways to utilise influence
We sold in influencer strategy as a CPM model, a new avenue/way-in to sell a traditional media buy that’s typically been reserved for ad placements outside of influencer channels (think display ads, mobile, TV, search, etc.) By using influencers in this capacity, we were able to identify cost efficiencies and position the influencers as the creative and production team, the advertising channel/platform, and further amplify the creative through targeted ad spend.
Creating authentic content that tells a story
Strategic casting, considered messaging and strong creative direction ensured that H&M brand values shone through in the content, and paid amplification ensured that the content reached and engaged with relevant audiences in an efficient way. This also allowed influencers to create super engaging and authentic storytelling about their family’s back to school experience.