Brand owner: H&M
Agency: UM Bogotá
Industries: Clothing & fashion retail
Media channels: Competitions & contests, Mobile & apps, Outdoor & out-of-home, Social media
Budget: Up to 500k
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.