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H and m sweater ad full#
H and m sweater ad series#

For example, Hannah Simone’s sponsored video was centered around her cat, Alphie, who is frequently featured on her social media pages. The sponsored videos were customized to align with each celebrity’s existing social media content.

Allow influencers to create content their audience will love. When it comes to influencer marketing, bigger is not always better, and H&M’s awareness of this paid off.Ģ. Rather than spending the entire campaign budget on the largest celebrity influencer it could afford, H&M went with several lesser known celebrities with highly engaged and devoted social media followings. H&M chose its celebrity influencers wisely. Why H&M Succeeded With Celebrity Influencers The videos posted for the campaign achieved a cumulative engagement rate of nearly 10%. Engagement: 1,273,593 likes were generated on social media, as well as 14,859 comments (over a third of which were on a single Tyler Posey Instagram post) and 19,420 shares/retweets.Social Reach: The campaign’s content received 12,477,727 views on Instagram and Facebook.Align content with each celebrity’s personality and lifestyle in order to create authentic messaging for the H&M brand.Drive clothing sales, specifically for the holiday line.

H and m sweater ad full#

Peyton List and Jana Kramer actually got more views and engagement on the short clip than the full video, indicating that in some cases the perfect short clip can be even more effective than longer-form content. Additionally, by presenting the content in two different ways H&M was able to appeal to more viewers and increase the visibility of their campaign. This strategy helped generate buzz for the campaign. The teaser clips were pulled directly from the full ad and posted a couple of days before the full videos. Each post included #hm as well as a link to the H&M website. There were a total of 6 posts per influencer and 24 posts for the campaign.

H and m sweater ad series#

Jana Kramer - American actress and country music singer known for her performance on the TV series One Tree Hill.Įach of the celebrities posted a 10 second “teaser” clip as well as a full ~1 minute ad across Twitter, Facebook, and Instagram.

Hannah Simone - British-Canadian television hostess, actress, and former fashion model known for her performance on the TV series New Girl.

Tyler Posey - American actor known for his starring role on the MTV series Teen Wolf.

Peyton List - American actress and model known for her performances on Disney Channel & in the Diary of a Wimpy Kid film series.

In the case study, we review H&M’s marketing approach, brand goals, results, and the factors that led to the campaign’s overall success. Through collaborations with prominent celebrity influencers, H&M produced four highly engaging video ads that showcased several of its newest holiday outfits to over 12M consumers. In this marketing case study, we explore how H&M leveraged a range of celebrity influencers to promote its holiday line on social media.

For the latest authoritative marketing news, trends, and stats on social media stars and influencer marketing, subscribe to our industry digest newsletter! Marketing Case Study: How H&M Reached 12M Consumers Through 4 Sponsored Videos