Objective:

H&M aimed to launch its seasonal collection with a fresh narrative that could make fashion both aspirational and relatable across geographies. The objective was to create buzz, increase product discovery, and build cultural inclusivity by leveraging influencer storytelling and positioning H&M as a brand that resonates with both urban trendsetters and emerging fashion voices from Tier 2 cities.

Our Solutions:

We designed a creator-first campaign powered by influencer lookbooks and lifestyle storytelling, ensuring every piece of content felt aspirational, yet grounded in everyday scenarios.

✅ Creator Sourcing & Styling Support

  • Partnered with a diverse mix of creators from metros and Tier 2 towns
  • Shipped select H&M merchandise for custom styling
  • Provided creative support for concept ideation and storytelling structure

✅ Content Creation & Publishing

  • Focused on short-form video formats like reels and YT Shorts
  • Captured real-life styling from streetwear edits to festive celebrations
  • Maintained high-quality visual storytelling with brand-aligned aesthetics

✅ Cross-Platform Strategy

  • Encouraged content syndication across Instagram, YouTube Shorts, and Pinterest
  • Used tailored, trend-based hashtags for algorithmic discoverability
  • Enabled geo-tagging to tap into local fashion conversations

Impact:

MetricResult
Campaign EngagementMassive Uplift in Reels Views & Saves
Product Page TrafficHigh Spike During Campaign Week
Creator CoveragePan-India Reach with Tier 2 Focus
Influencer Content AdoptionUsed by H&M in Official Handles
Brand PositioningTrendy + Culturally Inclusive

Outcome:

The campaign successfully elevated H&M’s seasonal collection as fashion-forward yet wearable, leveraging influencer content to bridge the urban-to-Bharat gap. The mix of aspirational styling, diverse creators, and strong visual storytelling led to a campaign that not only drove product interest but also reinforced H&M’s image as an inclusive, culture-conscious fashion brand.