About H&M
H&M is a global fashion retailer. In India, it wanted creators across the country, with a focus on Tier 2 cities, to style and showcase its collections on social media.
Why it matters: Fashion buyers in Tier 2 cities follow local style voices, so creator try-ons brought new shoppers to H&M.
The challenge
For H&M, regional relevance mattered as much as reach. The campaign needed creators who speak the audience’s language and content that feels native to each platform.
How we delivered influencer marketing for H&M
We shortlisted creators by audience fit, engagement quality and past brand work, mixing micro and mid-tier influencers for reach and trust. Each creator got a clear brief with key messages, while keeping their own style.
We managed contracts, product seeding, approvals and posting schedules end to end. Strong creator content was amplified with paid boosts and reused as ads, and results were tracked through views, engagement, link clicks and coupon codes.
For H&M, the work covered creator sourcing & styling support, content creation & publishing and cross-platform strategy.
Results
Here is what the campaign delivered for H&M, in numbers and outcomes shared with the brand.
- Campaign engagement: Massive uplift in Reels views & saves
- Product page traffic: High spike during campaign week
- Creator coverage: Pan-India reach with Tier 2 focus
- Influencer content adoption: Used by H&M on official handles
- Brand positioning: Trendy + culturally inclusive
Marketing terms used in this project
- Micro-influencer
- A creator with a smaller but highly engaged following, often in a specific niche or city.
- Product seeding
- Sending products to creators so they can try and talk about them honestly.
- Whitelisting
- Running paid ads using a creator’s post or handle for higher trust and click rates.
- Earned media
- Reach a brand gets from shares, mentions and word of mouth, without paying for it directly.
Frequently asked questions
What did Cygnus Marketing do for H&M?
Cygnus Marketing delivered influencer marketing for H&M, covering creator sourcing & styling support, content creation & publishing and cross-platform strategy.
What results did H&M get?
Campaign engagement: Massive uplift in Reels views & saves; product page traffic: High spike during campaign week; creator coverage: Pan-India reach with Tier 2 focus.
Can Cygnus Marketing do influencer marketing for my business?
Yes. Cygnus Marketing is a marketing agency based in Guwahati that works with brands across India, from local businesses to national names like Samsung, Amazon Pay and Maggi. Share your goals and we will suggest a plan and a clear quote.
