H&M: Asia's first smart personal stylist

Fashion retailer H&M transformed social media platform WeChat into a consumer-profiling tool and turned fans into ecommerce customers in China.

Campaign details

Brand: Hennes & MauritzBrand owner: Hennes & MauritzLead agency: Ogilvy & Mather Shanghai Country: ChinaIndustries: Retail | Clothing & fashion retailMedia channels: Social mediaBudget: 500k - 1 million

Executive summary

H&M built Asia's first Smart Personal Stylist, transforming a mass social media platform into a first-of-its-kind consumer-profiling mastermind. With in-depth insights, it pushed differentiating content to targeted audiences based on their unique identities and needs.

By progressively tagging Chinese consumers' behaviour, it was able to learn more about what people liked and, in turn, locally adapted its...

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