H&M CAMPAIGN
THE PROPOSED #CHOOSEWELLBUYLESS CAMPAIGN FOR H&M IS A PROJECT DESIGNED TO HELP H&M TARGET AN AUDIENCE OF 18-23 YEAR OLD FEMALES, WITH TRENDY CONTENT AND AN UNDERLYING MESSAGE OF CONSCIOUS CONSUMING
Posters
The #choosewellbuyless posters visually demonstrate the concept of styling one garment for different occasions to encourage conscious buying habits for sustainability. The graphics and tag lines further push this message- with a working QR code to the competition.
Category Two
flat-lay styling for all 3 selected SS24 trends.
It can be used on H&M’s socials to market hero pieces, using Instagram shop features to link the products.
It Can also be used to demonstrate an example of accepted competition entry forms.
To encourage user-generated content, the #choosewellbuyless campaign will have a competition, encouraging consumers to style themselves and post the results.
Take on the #choosewellbuyless challenge for the chance to win a holiday to your choice of destination and £500 cash to spend!
To Enter-
Choose your hero piece of clothing and style it in 4 different ways. Entry may be in the form of videos or photos, and outfits may be flat-lay or on yourself.
Tag @H&M and use #choosewellbuyless in the caption
CAMPAIGN VIDEO
THE CHOOSE WELL BUY LESS CAMPAIGN VIDEO DEMONSTRATES THE CONCEPT OF THE CAMPAIGN, SHOWING HOW THE CHOSEN HERO PIECE CAN BE STYLED UP OR DOWN FOR DIFFERENT OCCASIONS AND ENHANCING THE MESSAGE OF CONSCIOUS SHOPPING HABITS.
The In-store pop-up design to bring awareness to the campaign for consumers who are not active online. Pop-ups will be built into the stores of all the most popular student areas.
Customers will be drawn to this section of the store due to the distinctive red floor, aesthetic design, and the campaign video playing on a monitor. The pop-up will also have information on the campaign and what it aims to achieve, as well as the competition and QR code.
The Campaign event that takes on the same concept as the campaign video. An aesthetic event with a range of different rooms showcasing different occasions.
Open to influencers, public figures, and artists.The event will bring attention to the campaign and provide an opportunity for both brand and influencer content creation.
TIKTOK MOCK-UPS
These TikTok mock-up video’s demonstrate the type of content that would be produced from influencer collaborations for the campaign. Influencer collaborations target the audience, bringing attention to the campaign and improving brand trust.