#HMLOVESNY

A Marketing Story by Day One Agency about H&M

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H&M

Brand Development

Challenge

How do you make a global brand feel local? 2019 was an important year for H&M: with the launch of the new Hudson Yards store, the brand will have had a presence in the city for over 19 years—but the excitement for H&M that was felt back then isn’t as strong today. How could we build for the new store opening and reignite New Yorkers' passion for the brand?

Solution

The Rollout Our multi-stage love letter to the city began on Valentine's Day with a poem proclaiming our love, and finished with the new store opening. Tease: A Love Letter On Valentine’s Day we sparked the love again with New York to introduce the "We Love It Here Because We Love You Here" message in a full page New York Magazine spread. Show: Community Stories We then celebrated New Yorker Since Moments through a cast of authentic New Yorkers, displaying our shared love for the city through their own moments. Amplify: <3 on Social Amplifying on social via #HMLovesNY, our cast shared their messages and extended it to a large group of New York native Influencers. Sustain: Love at First Sight Launching at Hudson Yards, we put consumers in the campaign and made it easy on opening day for any H&M fan to show up and share their own New York love stories. On Valentine’s Day we sparked the love again with New York to introduce the "We Love It Here Because We Love You Here" message in a full page New York Magazine spread. We then celebrated New Yorker Since Moments through a cast of authentic New Yorkers, displaying our shared love for the city through their own moments. Amplifying on social via #HMLovesNY, our cast shared their messages and extended it to a large group of New York native Influencers. Launching at Hudson Yards, we put consumers in the campaign and made it easy on opening day for any H&M fan to show up and share their own New York love stories. 12 real New Yorkers, including H&M employees, brought to life that being part of the city doesn’t happen after a year, 5 years, or even 10 years—but in a moment. Each cast member was photographed by Peter Ash Lee in the studio and around the city with their stories extended across OOH, paid social & digital, and the casts’ personal social channels. After launch, we sent New Yorker Since kits to local influencers to expand the story.

Traditional Copy

Social Media Management

Results

Results: 1.2 m Social Media Impressions, 4,775 People Attend Opening Day, 169 k Total Social Engagements using #HMLovesNY, 12 Real New Yorkers Cast in Campaign, 3 k Images taken in our Photo Experience on Opening Day