H&M

To connect with its audience in an entertaining and unexpected way and promote its metaverse-inspired collection, H&M teamed up with Meta, virtual creator Kuki (@kuki_ai) from ICONIQ AI, H&M’s media agency Performics and the influencer agency Billion Dollar Boy to conceptualise and create an Instagram campaign that merged real products with virtual realities, blurring the line between physical and digital.

Running across multiple video ad formats, including Reels and Stories, the Instagram campaign featured @kuki_ai wearing different outfits from H&M’s Innovation Metaverse Design Story collection on a Renaissance-inspired virtual catwalk. H&M’s media agency Performics supported the media planning and then built the 10-day campaign that combined brand awareness and conversion objectives. The campaign was optimised for “view content” events with broad targeting to reach a broad relevant audience and encourage them to explore H&M’s physical and digital collection.

To measure the impact of its virtual influencer campaign on brand metrics, H&M used a multi-cell brand lift study. The study used test and control groups to compare results for people who saw its regular campaign video only, compared with those who saw a mix of ads featuring virtual creator content plus the campaign video ad. H&M found that the campaign that included virtual creator content significantly lifted brand metrics, achieving the following between December 12–21, 2022: