H&M

Rebooting H&M
on Social Media

The H&M reboot was a bold relaunch aimed at reestablishing the brand’s relevance on social media, featuring a lineup of AAA talent (led by Charli XCX) across 10 global events.

The campaign included a complete Instagram wipe, events across 10 key cities, a Times Square takeover, and 315+ social posts, all crafted to embed the brand into the latest cultural conversations.

By collaborating with global celebrities and emerging talents, activating local communities, and producing disruptive content, the campaign drove over 1 billion impressions, 92 million in reach, and record-breaking engagement setting a new benchmark for the brand.

Culminating in a Times Square take over with a Charli XCX concert.

+300 Social Posts

+300 Social Posts

A teasing strategy
lead by a complete wipe out.

Generating unprecedented
coverage and speculations.

Followed by unveiling a star-studded campaign.

What
did
we deliver?

And dozens of AAA celebrities content.

  • A full cultural relaunch of H&M across digital and physical channels.

  • A strategic and creative social media playbook.

  • Bespoke concepts for 10 global events’ coverage in key cities including London, Paris, New York, and Berlin.

  • A lineup of A+ talent for user generated content

  • Over 1 billion impressions, 92M reach, and 45M engagements elevating brand perception and renewed credibility within fashion culture

Featuring Troye Sivan, Julia Fox, Amelia Gray, Alex Consani, OFFSET... and 50+ TikTok creators.

Featuring Troye Sivan, Julia Fox, Amelia Gray, Alex Consani, OFFSET... and 50+ TikTok creators.

To conclude the relaunch, H&M took over Times Square with an hour-long screen takeover, featuring a surprise live performance from Charli xcx.

Introducing a new art direction
for socials.

Leading to countless
A+ talent UGC.