H&M - Find Your Beach

Role: Creative Direction, Creative Strategy, Product Strategy, Art Direction, Copywriting, User Experience Design, XFN Leadership

BUSINESS CHALLENGE

H&M's global summer campaign, which focused on vacation and swimwear, was not relevant to the US audience, where young females often continue to work in urban areas during the summer. As a result, H&M NA lost market share to local brands with creative assets that better resonated with the local audience during the summer period than in previous years. Increase brand consideration and omni sales throughout the extended summer period with an increased focus on female 18-24.

FIND YOUR BEACH: Creators and makers interpret the beach using their own unique aesthetic and craft style. What does the beach mean for different people in different locations?

Each creator was briefed to design bespoke assets for Reels, Collection Ads, and textural videos to form the basis of templates for the Catalog Product Video strategy. We provided a clear creator briefing that clearly outlined the overall concept of ‘Find your beach’. The brief included essential brand elements and paid best practices, ensuring that all creators had a solid understanding of the project's objectives and requirements. This thorough approach enabled us to produce high-quality content that effectively conveyed the brand's message and resonated with our target audience.