H&M: Opening H&M Colombia

H&M focused on digital to raise awareness of its brand and attract footfall for the opening of its first store in Colombia.

Campaign details

Brand: H&MBrand owner: H&MAgency: UM BogotáCountry: ColombiaIndustries: Clothing & fashion retailMedia channels: Competitions & contests, Mobile & apps, Outdoor & out-of-home, Social mediaBudget: Up to 500k

Executive summary

The status of fashionista is something that in Colombia is perceived as an unreachable goal, only for the select few. We identified our most valuable audiences as follows: Broad Fashion Audience 23%; Fashion Lovers 15% and Future Shapers 14%. This ensured that we had the potential to reach more than 50%. We created activities to draw the...

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