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H&M | Fall in Love


Creating an online campaign to support the launch of H&M’s latest collection.


The brief was to create a social campaign around H&M’s new Fall Collection under the theme “Fall in love”, engaging with fans through a hashtag and driving them to stores when the collection dropped.  

I developed a simple campaign called “The Greatest Love Stories Ever Told”, asking consumers to snap a picture of themselves in their new Fall collection outfit and to tell us what they were #HMFallinLove with. Simultaneously I engaged 3 globally-relevant fashion bloggers (Chriselle Lim, Julia Engel and Gala Gonzalez – with more than 1M fans between them) and briefed them to style 3 outfits from the collection, telling their own #HMFallinLove stories through pictures, posted each day of the campaign. The campaign culminated in a huge photo montage – shown in stores – made up of our favourite consumer love stories.

The campaign ran across Facebook, Instagram and Twitter in autumn 2015.

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