marketer
Proposed brand campaigns, collaborations and social rebrands
The proposed #ChooseWellBuyLess campaign for H&M leverages the brands’ strengths while addressing its’ weaknesses, all underpinned by a core message of sustainability.
trend forecasting
Trend forecasting and market research identifies visual styles and messaging that resonate with the target audience of 18-24 year old females.
digital styling
H&M
After conducting surveys and focus groups, I identified key reasons H&Ms’ marketing wasn't resonating with Gen-Z, including a lack of social media presence, concerns about greenwashing, and a failure to emphasise sustainability. Additionally, many felt the brand was either too childish or too mature, though they liked the basics.
To address this, I developed the #ChooseWellBuyLess campaign, promoting conscious consumption by styling looks around a "hero piece" instead of buying new outfits for every occasion. I aligned the campaign with four key SS24 trends to engage 18-24 year old females.
I also researched influencers who shared the same target audience and sustainable messaging, and created a content calendar outlining campaign duration and key content themes.
Pop up and campaign event
The In-store pop-up design to bring awareness to the campaign for consumers who are not active online. Pop-ups will be built into the stores of all the most popular student areas.
Customers will be drawn to this section of the store due to the distinctive red floor, aesthetic design, and the campaign video playing on a monitor. The pop-up will also have information on the campaign and what it aims to achieve, as well as the competition and QR code.
The Campaign event that takes on the same concept as the campaign video. An aesthetic event with a range of different rooms showcasing different occasions.
Open to influencers, public figures, and artists.The event will bring attention to the campaign and provide an opportunity for both brand and influencer content creation.
To encourage user-generated content, the #choosewellbuyless campaign will have a competition, encouraging consumers to style themselves and post the results.
Flat-lay styling for all 3 selected SS24 trends, can be used on H&Ms’ socials to market hero pieces- using Instagram shop features to link the products.
It can also be used to demonstrate an example of accepted competition entry forms
social rebrand
Inmyelement Clothing is a British brand specializing in timeless leather, denim, and suede jackets. With prices ranging from £100 to £250, the brand occupies a high-end, yet accessible market segment. However, their current Instagram presence, primarily featuring basic street and studio photoshoots alongside influencer posts, doesn't effectively convey the quality of their products or differentiate them from competitors.
After conducting a social and competitor analysis,I propose a rebrand of the brand's instagram, shifting to more engaging and visually appealing content. By alternating between full-body shots, close-ups, and flat lays, we can better showcase both the fit and quality of the jackets. High-quality shoots with subtle narratives will help build the brand's personality and elevate its image, aligning it with designer labels. Continuing to feature influencer content, but within a curated, on-brand aesthetic, will allow followers to better envision the product within a desirable lifestyle, ultimately increasing the likelihood of purchase.