A loyalty-led relaunch that made waves across europe

After a successful summer campaign, H&M faced the task of boosting its loyalty program and driving sign-ups across six European markets. The challenge was to create a campaign that not only highlighted the loyalty program's benefits but did so in a way that felt authentic and engaging.

6

Markets. UK, France, Germany, Italy, Sweden, US.

22.3M

Total views across both organic and paid content.

2.8M

Views. Highest-performing creator content.

The Challenge

After a successful summer campaign, H&M faced the task of boosting its loyalty program and driving sign-ups across six European markets. The challenge was to create a campaign that not only highlighted the loyalty program's benefits but did so in a way that felt authentic and engaging.

The Solution

The strategy involved a full-funnel, creator-led campaign that integrated storytelling with in-market experiences. By activating 53 pieces of content across TikTok and Instagram, H&M used day-in-the-life storytelling, behind-the-scenes access, and creator experiences such as dancing with Charli XCX in London and spa days in Paris to bring the loyalty program to life.

The Results

Spanning the UK, France, Germany, Italy, Sweden, and the US, the campaign achieved 22.3 million total views, with the highest-performing content generating 2.8 million views alone. The strategic use of organic and paid content, coupled with real-time media optimization, ensured high engagement and visibility, making a notable impact across key markets.