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...