| Title | CLOSE THE LOOP |
| Brand | H & M HENNES & MAURITZ |
| Product/Service | CLOTHING, FOOTWEAR & ACCESSORIES |
| Category |
E01. Social Video |
|
Entrant Company
|
FORSMAN & BODENFORS Gothenburg, SWEDEN
|
|
Advertising Agency
|
FORSMAN & BODENFORS Gothenburg, SWEDEN
|
|
Production Company
|
CALLBOY Stockholm, SWEDEN
|
Credits
| Anna Qvennerstedt |
Forsman/Bodenfors |
Copywriter |
| Karin Frisell |
Forsman/Bodenfors |
Art Director |
| Leif Sorte |
Forsman/Bodenfors |
Account Supervisor |
| Joachim Levin |
Forsman/Bodenfors |
Account Manager |
| Ellinor Bjarnolf |
Forsman/Bodenfors |
Designer |
| Maja Bredberg |
Forsman/Bodenfors |
Pr |
| Jenny Ring/Joel Borg |
Forsman/Bodenfors |
Music Supervisor |
| Magnus Kennhed |
Forsman/Bodenfors |
Film Agency Producer |
| Helena Wård |
Forsman/Bodenfors |
Digital Agency Producer |
| Erik Zetterberg |
H/M Inhouse |
Head Of Creative |
| Daniel Herrmann |
H/M Inhouse |
Head Of Marketing |
| Pär Zetterberg |
H/M Inhouse |
Project Manager |
| Lars Nilsson |
H/M Inhouse |
Producer Film |
| Erik Hagström |
H/M Inhouse |
Operative Project Manager Digital |
| Maria Giertz |
H/M Inhouse |
Project Manager Social Media |
| Karin Brinck |
H/M Inhouse |
Project Manager Sustainability |
| Annika Sandström |
H/M Inhouse |
Head Of Media |
| Anna Eriksson |
H/M Inhouse |
Pr |
| Max Vitali |
Callboy |
Director |
| Mattias Rudh |
Callboy |
D.o.p |
Creative Execution
To generate maximum engagement through a genuine interest – from both ordinary people and journalists – we used a technique that mixes a lot of different topics, trends and influencers, giving us the opportunity to be as relevant as possible.
Therefore, a large part of the PR work was done in the production and strategy – finding the right people to feature in the film as well as the right subjects and conflicts. Each person or topic who was selected had its own potential PR angle or news story.
When launching the film, we used H&M’s own channels and one single press release. Simultaneously, all the participants distributed the film along with behind-the-scenes material, specially made for each media platform, to all their fans and followers. This resulted in the campaign being featured in almost 2 800 news articles around the world and going viral in a truly organic way.
The film alone has had over 10 million views on YouTube and Facebook – and has been featured on nearly 70 television and radio segments, including on news outlets like BBC, CNN and Al Jazeera.
2 800 news articles have been written about the campaign worldwide, for example editorial pieces in The New York Times, The Guardian and Süddeutsche Zeitung. Fashion magazines like Vogue, Elle and Cosmopolitan have also covered the campaign.
Overall, the campaign has generated over 1 million organic shares on Facebook and 2 million engagements in social media.
The strategy was to get our message across with the help of a multitude of influencers with strong social media platforms, making sure that we reached a wide target audience. To stay relevant, we also wanted the film to carry supportive fashion statements and portray subcultures rarely seen in a respectful way.
We wanted to create a diverse and inclusive campaign as this is a global message from a global company. The audience is not only H&M consumers from all over the world, but rather anyone who wears clothes, since garments of any brand can be recycled through the H&M Garment Collecting Program.
With this strategy, we tapped into real conversations and visualized the change many people wish to see in fashion advertising. We spoke to large groups of people and – through their massive engagement – raised awareness of the fact that sustainability is a natural part of fashion.