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.

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Steering sustainable fashion

Influencer x TikTok partnered with Levi's to educate audiences on sustainable fashion practices, using Levi's products to communicate sustainable fashion in practice. Influencer recruited 31 creators from 6 markets to promote the longevity and timelessness of Levi's. Creators showcased how Levi's products can be passed between generations and stand the test of time. The creators posts showed an old photo of their parents, or idol, wearing Levi's, then a reveal of themselves in the same outfit. The branded effect showed the 'then, now, forever' messaging.

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Two young women with braided hair and leather jackets playing chess outdoors on a sunny day.

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Four diverse young adults laughing and lying closely together on a fluffy white rug, wearing colorful casual clothing.

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Three young women sitting side by side outdoors, smiling and holding drinks in clear glasses.

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Three young adults sitting together indoors, engaged in conversation and smiling.

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Two women smiling and exchanging a bouquet of flowers outdoors with a red wall background.

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