H&M “A Fashion-Forward Vision for A Leading Brand”
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(Client)
H&M
(Service)
Creative / Event / Social / KOL / PR
(Industry)
Fashion
(Background)
As the world's leading fashion retailer, H&M has a presence in over 4500 stores worldwide. In 2017, we were proud to support H&M's expansion into Vietnam as the official media partner, following a competitive selection process. Thanks to our successful partnership, we have been able to continue working together to bring the brand's vision to customers of Vietnam.
(Idea)
A Fashion-Forward Vision for a Leading Brand
(Tactics)
By creating innovative IMC campaigns and activities in Vietnam's retail industry, the event attracted media and fashion enthusiasts. ZEE also integrated international brand communication strategies with local culture to build creative awareness among consumers. An important tactic in executing the idea is pioneering influencer remarketing through cooperative, non-paid media efforts.
(Results)
H&M set a record for the largest opening day attendance for a fashion brand in Vietnam. The VIP party drew nearly 1,000 celebrities, hot influencers, and fashion industry experts. Over 2,000 news articles (all earned media) covered the grand opening event series.
