H&M GLOBAL CAMPAIGN 2013Proposal by Miki Sim

THE GOAL

CURRENTBRAND PERCEPTION

IDEALBRAND

PERCEPTIONBasketball shoes as Catalyst

Not coolLack relevance with Influencers

Spontaneous, surprising, exciting,

massperational

Comfort & practicality

THE AUDIENCESource of Influence

Social Lubricants Masses

Source of Demand

Connect with social lubricants to inspire & influence the masses in order to drive the ideal brand perception

H&M needs to find a role to play

in order to connect with Social Lubricants

THE SOCIAL LUBRICANTSDesire to create &

control content

Always connected

Influenced by celebrities who rose to fame largely on the back of social web

Engage with those who are

‘like me’

Desire to succeed

Harbinger of things through the social web

Speak their mind & express their opinions

freely online

Have strong passion points

Sources:Generation C: Content, Creation, Connections & Choice (2011), Warc DatabaseMake way for Generation Z: Marketing to today’s tweens and teens (2011), Euromonitor Database

KEY INSIGHT

High-street fashion expresses, but restrains expression

While what they wear can tell a lot about them, it can physically limit the comfort they need to fully express themselves.

“Expression is never helped by suppression,” – Deng Ming-Dao

Comfort & practicality of the new product range let people maintain their personal image while engaging in activities they love in a comfortable setting

Moving Fashion from ‘restrictor’ to ‘enabler’

This is the role H&M can play. One that empowers people to be able to strike a balance between looking their best & doing what they

like & want to.

COMMUNICATIONS STRATEGY:

BIG IDEA:

COMMUNICATING FREEDOM

Bringing the big idea to life:

•Showcase the products in context of creation processes & expressive performances

•Use music, movements & facial expressions to communicate beyond languages

•Co-create with the social lubricants

ACTIVATION IDEA #1 // The Busking Fashion Show

ACTIVITYDisplay the new range of products through street performances by social lubricants

CONTENT DISTRIBUTIONRecord the event and distribute as online video catalogs afterwards.

WHY THIS WORKSCreates a performing stage for social lubricants Potential PR story to tell during launch

ACTIVATION IDEA #2 // Art Jam with Style

ACTIVITYCo-create a large ground artwork of the iconic new basketball shoes togetherCreators dressed in H&M’s practical high-street fashion

CONTENT DISTRIBUTIONPublish the progress of art creation onlineExhibit the completed artwork at an arts festival.

WHY THIS WORKSCreate reasons for social lubricants & their fans to participate & follow.

ACTIVATION IDEA #3 // Creators Loop

ACTIVITYNon-stop montage video showcases young creators in their creation processes or performancesGive participants a pair of the new shoes & get them to submit a 10-seconds video

CONTENT DISTRIBUTIONBroadcast on owned channels (website, Youtube channel, etc) & at window displays of retail storesNotify the creators when their videos go up & encourage them to share.

WHY THIS WORKSCreates a platform for social lubricants to showcase their talents Works with them to pull their fans in & inspire the mass

Thank You!

5 QUESTIONS FOR THE CLIENT

1. What does H&M want to be famous for?

2. Will H&M be alienating part of the existing customer base with the change in direction? For instance, office ladies searching for formal yet stylish clothing.

3. What are the subsequent hero products after basketball shoes range?

4. What marketing campaigns (targeting the social lubricants) have been successful for H&M in the past?

5. How will we know when we have achieved what we want to achieve?