H&M BOX OF WANG
H&M’s designer collaborations have revolutionised the high street. In 2014, for the ten-year anniversary of these collaborations, H&M partnered with Alexander Wang.
However, competitors had copied these designer collaborations meaning that H&M no longer stood out. This coupled with a smaller budget than the past, meant we had to be unique to drive success to the collection.
Pinpointed at highly-engaged, in-the know, fashion-savvy audience segment we created #AWxHMreveal.
The mysterious Box of Wang – a black neoprene 5x3x5m box with a countdown timer - landed in London’s shopping district. The pièce de résistance was the tweet-and-reveal wall. By standing by the geo-fenced box and tweeting the campaign hashtag #AWxHMreveal, passers-by could cause a window in the box to light-up revealing a collection item, previously hidden behind one-way glass.
For those outside London, we mirrored the mechanic inviting fashionistas to view the collection by tweeting #AWxHMreveal. Multiple tweets would bring greater rewards.
To drive the sense of exclusivity even further, we gave away a handful of beat-the-queue tickets for the Wang collection.
Our campaign resulted in a 32% increase in positivity among our core target specifically verses the last campaign (with spend 4x our budget). Over 22% consumers stated that they would consider shopping at H&M next time they go shopping.
Adweek Media Plan of the Year - Best International Campaign under $1m, 2015
Digital Impact Awards - Silver - Best Use of Digital from the Retail Sector 2015
Festival of Media - Gold - Best social media campaign 2015
Fieldmarketing Awards - Silver - Connect category 2015
IAB MIXX (US) - Silver - Interactive Out-of-Home 2015
IPM Awards - Gold - Traditional Retailers, e-commerce, catalogue, bars & restaurants 2015
IPM Awards - Silver - use of technology 2015
IPM Awards - Bronze - category innovation 2015