H&M is a retail-clothing company dedicated to providing innovative and inclusive products to women, men, kids and the home. The brand stands for:
Authencity
Inclusivity
Receptivity
Affordability
Challenge:
Consumers lost their trust in the brand after controversial situations and they believe H&M can't redeem themselves. So, how does the brand rebuild the relationship and move forward, while conveying the importance of their values?
objective:
These objectives can help lead the way to H&M bridging the gap and finding redemption by:
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Changing consumers' perception around the brand's past
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Increasing engagement through initiatives digitally and in-stores
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Improving sales of H&M products
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Enhancing and reshaping consumer relationships
research:
It was important to find individuals that embody the same values as the brand, inspire others to follow in their footsteps, and believe H&M has the potential to change.
Aspiring Trendsetters that...
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Look for trends to enhance their lifestyle
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Want to inspire and influence their community
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Stay informed through media outlets and social media
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Speak out against issues they believe in
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Based on research and connecting to consumers, these influencers are...
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Millennials
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Diverse individuals based on race, income, and living conditions
strategy:
By understanding the representation of the influencers as guiders to H&M's perseverance, it's an opportunity to develop a strategy that welcomes new voices and becomes a learning experience for everyone.
H&M restores the personal connection with their consumers through the values of friendship.
message:
The main focus of friendship helps connect and promise their consumers that they are listening and taking action for their past mistakes.
H&M strives to promote individuality and inclusivity through open communication.
execution:
h&m capsules
H&M Capsules is a subscription box filled with H&M items designed for and by consumers. The brand relies on consumers to purchase products, but this time it's asking for their help throughout the whole process from beginning to end.
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It's a chance for consumers to be in charge of what items they receive and voice their concerns to make the capsule better. This can inspires people to encapsulate their individuality and collaborate with their new found friend.
Haul & Meet Unboxing
​Influencers will be the first to create and receive their own H&M Capsule. They will showcase them online and invite their followers to be apart of the community by purchase the capsule or creating their own. The new brand ambassadors will highlight H&M's mission to listen and deliver on their promise.
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Based on research, social media influences consumers to make purchases and learn more information about a brand. In this case, we focus on specific platforms that give us direct contact with consumers to let them voice their suggestions and concerns in real time.
Social media platforms are a way to show the products, while sponsored posts are a gateway to how exactly the boxes are being made. But it's also a way to support, praise and interact with an old friend like H&M.
Ask H&M
Aside from learning about the capsules, there will also be an in-store Capsule Corner kept in H&M locations. It'll give consumers a chance to see the capsules in person and interact with an employee to ask any questions. The Capsule Corner will also host panels, events, and product reveals to continue to get to know their new friend.
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Consumers will also have a chance to voice their comments, suggestions and ideas about the capsules. They will have direct contact with H&M customer service team to insure all their needs are being met and other consumers can engage with one another on the products using hashtag #AskHM.
evaluation:
Once consumers go through the stages of purchasing the product, we'll measure the success of the campaign and how to continue to cater to their friends:
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Social listening (retweets, mentions, clicks, shares and comments)
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Reach (social media followers and event guests)
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# of boxes sold monthly
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Pre and post surveys of Capsule Corners
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Comparing social benchmarks to actual results