2. THE GOAL
CURRENT IDEAL
BRAND PERCEPTION BRAND
Basketball shoes as Catalyst
PERCEPTION
Not cool Spontaneous,
Comfort & practicality
Lack relevance with surprising, exciting,
Influencers massperational
3. THE AUDIENCE
Source of Influence Source of Demand
Social Lubricants Masses
Connect with social lubricants to inspire & influence the masses
in order to drive the ideal brand perception
4. H&M needs to find a role to play
in order to connect with
Social Lubricants
5. THE SOCIAL LUBRICANTS
Desire to create & Harbinger of things through the
control content social web
Speak their mind & express Influenced by celebrities who
their opinions freely online rose to fame largely on the
back of social web
Always connected Desire to succeed
Engage with those Have strong passion
who are ‘like me’ points
Sources:
Generation C: Content, Creation, Connections & Choice (2011), Warc Database
Make way for Generation Z: Marketing to today’s tweens and teens (2011), Euromonitor Database
6. 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
7. Comfort & practicality of the new product range let people maintain their personal
image while engaging in activities they love in a comfortable setting
8. COMMUNICATIONS STRATEGY:
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.
10. COMMUNICATING FREEDOM
Bringing the big idea to life:
•Showcase
the products in context of
creation processes & expressive
performances
music, movements & facial
•Use
expressions to communicate beyond
languages
•Co-create with the social lubricants
11. ACTIVATION IDEA #1 // The Busking Fashion Show
ACTIVITY
Display the new range of products through street
performances by social lubricants
CONTENT DISTRIBUTION
Record the event and distribute as online video catalogs
afterwards.
WHY THIS WORKS
Creates a performing stage for social lubricants
Potential PR story to tell during launch
12. ACTIVATION IDEA #2 // Art Jam with Style
ACTIVITY
Co-create a large ground artwork of the iconic new
basketball shoes together
Creators dressed in H&M’s practical high-street fashion
CONTENT DISTRIBUTION
Publish the progress of art creation online
Exhibit the completed artwork at an arts festival.
WHY THIS WORKS
Create reasons for social lubricants & their fans to
participate & follow.
13. ACTIVATION IDEA #3 // Creators Loop
ACTIVITY
Non-stop montage video showcases young creators in their
creation processes or performances
Give participants a pair of the new shoes & get them to
submit a 10-seconds video
CONTENT DISTRIBUTION
Broadcast on owned channels (website, Youtube channel,
etc) & at window displays of retail stores
Notify the creators when their videos go up & encourage
them to share.
WHY THIS WORKS
Creates a platform for social lubricants to showcase their
talents
Works with them to pull their fans in & inspire the mass
16. 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?
