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H&M GLOBAL CAMPAIGN 2013Proposal by Miki Sim
THE GOAL
CURRENTBRAND PERCEPTION
IDEALBRAND
PERCEPTIONBasketball shoes as Catalyst
Not coolLack relevance with Influencers
Spontaneous, surprising, exciting,
massperational
Comfort & practicality
THE AUDIENCESource of Influence
Social Lubricants Masses
Source of Demand
Connect with social lubricants to inspire & influence the masses in order to drive the ideal brand perception
H&M needs to find a role to play
in order to connect with Social Lubricants
THE SOCIAL LUBRICANTSDesire to create &
control content
Always connected
Influenced by celebrities who rose to fame largely on the back of social web
Engage with those who are
‘like me’
Desire to succeed
Harbinger of things through the social web
Speak their mind & express their opinions
freely online
Have strong passion points
Sources:Generation C: Content, Creation, Connections & Choice (2011), Warc DatabaseMake way for Generation Z: Marketing to today’s tweens and teens (2011), Euromonitor Database
KEY INSIGHT
High-street fashion expresses, but restrains expression
While what they wear can tell a lot about them, it can physically limit the comfort they need to fully express themselves.
“Expression is never helped by suppression,” – Deng Ming-Dao
Comfort & practicality of the new product range let people maintain their personal image while engaging in activities they love in a comfortable setting
Moving Fashion from ‘restrictor’ to ‘enabler’
This is the role H&M can play. One that empowers people to be able to strike a balance between looking their best & doing what they
like & want to.
COMMUNICATIONS STRATEGY:
BIG IDEA:
COMMUNICATING FREEDOM
Bringing the big idea to life:
•Showcase the products in context of creation processes & expressive performances
•Use music, movements & facial expressions to communicate beyond languages
•Co-create with the social lubricants
ACTIVATION IDEA #1 // The Busking Fashion Show
ACTIVITYDisplay the new range of products through street performances by social lubricants
CONTENT DISTRIBUTIONRecord the event and distribute as online video catalogs afterwards.
WHY THIS WORKSCreates a performing stage for social lubricants Potential PR story to tell during launch
ACTIVATION IDEA #2 // Art Jam with Style
ACTIVITYCo-create a large ground artwork of the iconic new basketball shoes togetherCreators dressed in H&M’s practical high-street fashion
CONTENT DISTRIBUTIONPublish the progress of art creation onlineExhibit the completed artwork at an arts festival.
WHY THIS WORKSCreate reasons for social lubricants & their fans to participate & follow.
ACTIVATION IDEA #3 // Creators Loop
ACTIVITYNon-stop montage video showcases young creators in their creation processes or performancesGive participants a pair of the new shoes & get them to submit a 10-seconds video
CONTENT DISTRIBUTIONBroadcast on owned channels (website, Youtube channel, etc) & at window displays of retail storesNotify the creators when their videos go up & encourage them to share.
WHY THIS WORKSCreates a platform for social lubricants to showcase their talents Works with them to pull their fans in & inspire the mass
Thank You!
5 QUESTIONS FOR THE CLIENT
1. What does H&M want to be famous for?
2. Will H&M be alienating part of the existing customer base with the change in direction? For instance, office ladies searching for formal yet stylish clothing.
3. What are the subsequent hero products after basketball shoes range?
4. What marketing campaigns (targeting the social lubricants) have been successful for H&M in the past?
5. How will we know when we have achieved what we want to achieve?