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...