hm alexander wang intent to purchase
DESCRIPTION
Measuring Campaign Success in Social Media for the H&M/Alexander Wang RolloutTRANSCRIPT
Client | Confidential 1
H&M and Alexander Wang Measuring Campaign Success
Client | Confidential 2
Introduction
On April 13, 2014 at Coachella music festival, Alexander Wang
(beloved American designer and creative director of Balenciaga)
announced his collaboration with H&M. The release date was
set for November 6, 2014. Over the following months, strategic
awareness was built up by both H&M and Wang. Media
placements in international fashion magazines with editorials
on the collaboration promoted the campaign as well. But it was
social media that played a critical role at generating awareness
and excitement.
This case study analyzes the effectiveness of H&M’s campaign
and collaboration with Alexander Wang over social media. We
will also measure the impact this had on the conversation
around H&M’s sentiment and shifts in consumer’s intent to
purchase. For the purpose of this study, we looked at the
conversation around H&M over a 9 month period (from April 1st
2014 until December 31st 2014).
Client | Confidential 3
Measuring Campaign Reach H&M x Alexander Wang (April 1, 2014 - December 31, 2014)
By comparing the overall conversation around H&M (excluding the collaboration-related conversation)
with the collaboration-related conversation only, we can see that the campaign accounted for 12% of
H&M’s total conversation over the 9 months analyzed.
Client | Confidential 4
Measuring Campaign Reach H&M x Alexander Wang (April 1, 2014 - December 31, 2014)
November 6, 2014: the day
arrived. shoppers lined up at the stores the day prior.
April 13, 2014: collaboration is announced.
July 7, 2014: first look at product from the
collaboration is released.
September 2014: fashion magazines run editorials on the collaboration. Rihanna is spotted wearing some items.
September 25, 2014: ad
campaign images are released.
October 2014: Wang uploads a
video to Instagram. More fashion
magazines create awareness.
The campaign’s conversation totaled 171,345 posts over the months analyzed. On the graph below, we can
see how the conversation’s volume changed over time as well as the causes of peaks in conversation.
Client | Confidential 5
Measuring Reception to Campaign H&M x Alexander Wang (April 1, 2014 - December 31, 2014)
We analyzed the conversation around the campaign and built categories to understand consumer opinion and
sentiment to interpret the responses. We found the conversation to be mostly positive (66%) with general
positive conversation accounting for 46%. Excitement around the collaboration accounted for 15% and
“Positive: Love the Collection” for 5%. The negative conversation accounted for 27%, out of which 12% was
general negative. 8% of the negative conversation came from consumers who were upset about how quickly the collection sold out and H&M’s website crashing. Finally, 7% of the negative conversation came from
consumers that did not like the design of the clothes.
Client | Confidential 6
Measuring Reception to Campaign H&M x Alexander Wang (April 1, 2014 - December 31, 2014)
In this page, we compiled a few examples of Tweets within the general positive category (46%):
Client | Confidential 7
Measuring Intent to Purchase H&M x Alexander Wang (April 1, 2014 - December 31, 2014)
Announcement week.
Intent to purchase: 30%
of the total conversation
Release week. Intent to
purchase: 50% of the total
conversation
In order to accurately measure the impact of the campaign on consumer intent to purchase, we analyzed the
overall conversation around H&M. We found that on the week the collaboration was announced (April 13 – 19,
2014), intent to purchase accounted for 30% of the total brand conversation. More surprisingly, over the week
the collaboration was released (November 2 – 8, 2014) intent to purchase accounted for half of the entire
conversation (50%) compared to an average of 14% over the 9 months analyzed.
Client | Confidential 8
We also found general positive sentiment towards H&M to account for 25% of the conversation over the week
the collaboration was announced (April 13 – 19, 2014) and 34% over the week the collaboration was released
(November 2 – 8, 2014) compared to an average of 10% over the 9 months analyzed.
Measuring Campaign Impact H&M x Alexander Wang (April 1, 2014 - December 31, 2014)
Client | Confidential 9
Audience Insights
We looked at the demographic differences between consumers involved in the general H&M conversation
(excluding the collaboration-related conversation) and consumers involved in the conversation around the
collaboration. We found that the collaboration attracted an older audience. Users who are 17 years old or
below, account for 39% of H&M’s general conversation but only 29% of the collaboration-related conversation.
Furthermore, the percentage of users between 18-24 sees a 2% increase and the percentage of those who are between 25-34 sees a 12% increase in the collaboration-related conversation. In terms of gender, the
percentage of males involved with the collaboration-related conversation (39%) is 4% higher than the general
H&M conversation (35%).
Client | Confidential 10
Audience Insights
Finally, we looked at the differences in the interests
between consumers involved in the general H&M
conversation (excluding the collaboration-related
conversation) and consumers involved in the
conversation around the collaboration using our
Affinities feature.
We found that the collaboration aligned with a more
fashion-oriented audience. Those engaged with the
collaboration are 5 times more interested in Vogue, 4
times more interested in Kanye West, 3 times more
interested in Haute Couture, and 2 times more
interested in fashion and Rihanna than those
engaged with H&M’s general conversation.
In contrast, those engaged with H&M’s general
conversation are 2 times more interested in
YouTube, Liam Payne, High School, Disney,
homework, and video games.
Client | Confidential 11
Conclusion
This case study demonstrates how social media analytics can help answer different strategic business
questions.
Using customizable categories, we were able to understand the drivers of sentiment around H&M’s
campaign and collaboration as well as the overall impact it had on H&M as a brand. We were also able to
measure intent to purchase, which allows H&M to understand the relationship between conversation volume on social media and sales numbers to prove ROI. In addition to measuring campaign success,
social media analytics can also influence all other parts of the creative marketing process: from campaign
planning to campaign execution and reporting.
For brands like H&M and Alexander Wang the customer insights are of the utmost importance. Our
analysis revealed that the campaign and collaboration attracted an older and more fashion-oriented
customer base for H&M. Audience analysis can help companies understand what marketing initiatives are
resonating with each target market, or to understand new demographic sectors to build into. All this
knowledge helps shape marketing strategies and campaigns that will achieve business goals.
Client | Confidential 12
Crimson Hexagon is a leading provider of social media analysis software. Powered by patented technology and an in-house data library of more than 500 billion posts, Crimson Hexagon’s ForSight™ platform helps hundreds of brands and agencies answer critical business questions through the insights derived from social data. Clients include leading global organizations such as General Mills, Starbucks, Paramount Pictures, Microsoft, and Twitter, and leading agencies such as Translation, Edelman, and We Are Social.
Find us on Twitter @crimsonhexagon.
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