H&M Conscious AW20

Driving Authentic Storytelling Around Sustainability to Increase Credibility

H&M tasked ITB to create an influencer campaign that could generate buzz and engagement around their latest groundbreaking environmentally friendly collection to improve the perception of H&M as a sustainable and progressive brand (both in terms of product innovation and digital storytelling)

Building a Narrative-led Influencer Strategy Leveraging Expert Eco-Conscious Voices

We ideated and executed a creative and narrative-led influencer marketing strategy that engaged and partnered 13 resonant fashion influencers with 4 expert voices across 8 markets from the eco-conscious community to take part in a series of IGTVs. Through open conversations, the influencers discussed the innovations behind the clothes in an approachable way and learned about the steps we can all take on the journey towards a more sustainable fashion future. In addition, influencers posted hero in-feed posts of fashion-led images, IG Story frames amplify key messaging/material innovations and IG Reels to share lighthearted styling inspiration.

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Driving Impactful Conversations For Change

The partnership between the carefully selected credible influencers and experts increased authenticity and positive sentiment for the brand through its educational and inspirational tone and content that was driven by ITB’s clear creative brief.