Lu Gao

H&M - Digital Strategy

Company Profile

• 1947 in Sweden• More than 2,000 stores in 37

countries, including 196 stores in the US

• Mission : “ Fashion & Quality at the best price”

• World’s 3rd largest fashion chain and a leader in the fast fashion industry

• Top global markets include Europe, Asia, North America & Middle East

Target Audience

• Primary: Men and women

age 18-45 • Secondary: Children and

teens, accessories

Digital Strategy

• Social media strategy• Internet marketing strategy• Mobile marketing strategy

Social Media Strategy

Objective: to make our fans recall about us and know we are always active.

• Facebook/Google+• Twitter• YouTube• Blog• LookBook.nu

Online Marketing Strategy

Objective: to achieve Search Engine Optimization.

• Search Engine Marketing on Google, Yahoo, Bing

• Google AdWords Campaign

Mobile Marketing Strategy

Objective: Smartphone App development and get subscribers

• Fashion studio smartphone app

• H&M news app

Media Plan Evaluation

Social Media

• Dialogues created-comments, tweets, retweets, video/picture shares, etc.

Mobile Marketing• Subscribers, App downloa

ds

Online Marketing

• Google Analytics-traffic tracking; Pay Per Click on Google AdWords

Budget and Timeline

• FourFour Seasonal Promotion Campaigns

• Annual Promotion Budget

• Search Engine Marketing: $10,000-15,000

• Google AdWords Campaign: $20,000-25,000

• Mobile App Development: $5,000-8,000

Thank you