H&M – Singapore 2022

H&M has launched a new fashion collection as part of its "Back to Campus" campaign, specifically aimed at young female, including university and college students.

The primary goals of this campaign are to:

• Increase Brand Awareness: To make the H&M brand top-of-mind for the target audience.
• Drive In-Store Visits: Encourage users to visit H&M physical stores.
• Boost Sales: Drive sales at H&M store locations.

The primary Key Performance Indicator (KPI) for this campaign is "Footfall," measuring the number of people visiting H&M stores. Secondary KPIs include tracking "Impressions" to gauge campaign reach and "Clicks" and "Click-Through Rate (CTR%)" to assess engagement and interaction with the campaign online.

YOOSE Hyperlocal Targeting technology focuses on:

Demographic audience:

• Age: 13-24
• Gender: Female
• Hobbies: Fashions, Lifestyle

The H&M "Back to Campus" campaign unfolds in two phases:

Phase 1: Geofencing in 16 locations, including universities and specific areas. It captures Mobile Advertising IDs (MAIDs) during the first week using static banners.

Phase 2: Expands geofencing to encompass both university campuses (MAIDs) and 8 H&M store locations. The aim is to entice users to visit the stores using dynamic banners.

H&M's creative ads come in standard sizes (300x250, 320x250, 728x90) and interstitial sizes (320x480, 480x320). These ads incorporate a dynamic element that reveals the distance from the user's location to the nearest stores. They are strategically positioned on relevant apps and websites related to fashion, news, lifestyle, and more.

YOOSE's Footfall Attribution technology measures online-to-offline conversions at these locations, providing valuable insights into campaign effectiveness.