H&M | Various Projects
H&M needed to create global desire for seasonal collections with a rich fashion world that extended across multiple touch points. Using social, we created some of their best performing campaigns ever, smashing views and sales.
Wham! Rap
For H&M Fall Fashion, we were asked to create desire for the collection within a target audience of females aged 15-35, developing a brand personality that resonates globally. So, we created a 2m30 film showcasing the 80s/90s fashion, starring Naomi Campbell and a squad of diverse influencers singing along to “Wham! Rap” in a playful karaoke world set on the streets of Tokyo. My task as social lead was to amplify this film, using bespoke content and our roster of global influencers.
We supplied each talent (Adwoa Aboah, Camille Rowe, Devon Windsor, Stella Duval, Edwina Preston, Hikari Mori, Chawntell Kulkarni, Gia Seo, Chiharu Okunugi, Antonina Petkovic) with their own bespoke GIFs and one of 4x 15s edits (in which they had a prominent role) to post. In the first wave, influencers posted their GIFs, driving people to watch our brand film. In the second wave, they posted the 15s bespoke edit, encouraging people to shop the collection.
The campaign was live for 6 weeks in 69 markets, garnering 11m+ organic views in the first week.
Holiday ‘18
For H&M Christmas, we created a 6 part mini series, following the adventures of Aubrey Plaza and a number of other influencers / models as they find themselves spending the holidays together at the Hotel Mauritz.
Every week over the festive period, we released a new 30s episode on social. In between, we released product focused content featuring our cast and location, driving sales in between each episode release, driving sales with a different product category focus each week, informed by sales data.
Take The Lead
For H&M SS18, we created a brand film (currently H&M’s most watched YouTube video, with 35m views) starring Winona Ryder and Elizabeth Olsen, alongside Naomi Shimada, Imaan Hammam, Andrea Valle and Anna Ewers as a posse of badass women taking the lead from their male dance partners, coming together to dance with each other. My task was to highlight the underlying message of women empowering women through BTS with the stars, drive views of the brand film, as well as create a suite of social first content - including ‘break the frame’ GIF style films.
