Brief:
H&M is a well-known global retailer, selling items in the fashion, beauty, and home categories. Each campaign’s goal, of course, was to drive sales.
Strategy + Execution:
Throughout my time at H&M, I analyzed competitor data, optimized ads, and approved product reviews. I additionally wrote social media, email, and web copy for 10 campaigns weekly.
Here are a few noteworthy campaigns I contributed to, specifically targeting the French-Canadian audience:
March 2019 | H&M collabed with Swedish brand EYTYS. Much like the pronunciation of the clothing label, the garments, accessories and shoes were deeply reminiscent of the 80s era. With this campaign, I focused my brand messaging on communicating that everything old is new again.
April 2019 | H&M launched the 3rd Conscious Exclusive collection, illustrating how sustainability and effortless style can be synonymous. For this campaign, I focused on sharing the unique materials upcycled into the garments – orange fiber, pineapple leather, and algae.
June 2019 | H&M designed a Stranger Things’ inspired beachwear collection in celebration of the popular Netflix show’s Season 3 Premiere. Here, I hyped up both the show’s next season and H&M’s limited edition drop.
Results:
Through targeted messaging, clothing featured in these campaigns sold out in 1-3 days.