Campaign details

Brand: H&M
Brand owner: H&M
Agency: UM Bogotá
Country: Colombia
Industries: Clothing & fashion retail
Media channels: Competitions & contests, Mobile & apps, Outdoor & out-of-home, Social media
Budget: 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 attention of Colombian consumers to fashion, establishing our goals around the number of people who registered to enter a digital contest, brand awareness and the number of people who attended the store opening.

Communications objectives