H&M

H&M saw an 11X increase in ad recall by featuring virtual content creators in Instagram video ads to promote its Innovation Metaverse Design Story collection in the US.

@hm देखें
THE STORY
Fashion since 1947

H&M is a global fashion brand that offers the latest styles and inspiration for all seasons. Customers can find everything from fashion pieces and unique designer collaborations to affordable wardrobe essentials, complete-the-look accessories, and motivational workout wear.

11X

increase in ad recall with a mix of virtual creator content and campaign video, compared to ads with campaign video only

91%

decrease in cost per person recalling seeing ads with a mix of virtual creator content and campaign video, compared to ads with campaign video only

38%

decrease in cost per person recalling seeing ads with a mix of virtual creator content and campaign video, compared to previous video ad campaign with the same audience

For our Innovation Metaverse Design Story campaign, we were intrigued by the intersection between physical and digital and wanted to find new and fascinating ways to connect with our audience and show off both our virtual and physical collection for the campaign. Meta helped us convert positive insights around virtual creators and turn it into a project to connect with the young female audiences in the US. In doing so, we learned that including virtual creator @Kuki_ai in our campaign helped us get noticed by 11X more people. The experience was very positive and the results promising!
HANNA BERGIUS, GLOBAL HEAD OF MEDIA INNOVATION AND STRATEGY, H&M
THE GOAL
Create a connection and increase consideration

H&M’s goal was to connect with young female audiences aged 18–34 and spark interest in its Metaverse Design Story collection, which included ready-to-wear garments that could be purchased online and in stores, as well as digital garments that were co-designed and crafted by the Institute of Digital Fashion.

कुछ गड़बड़ी हुई
हमें यह वीडियो प्ले करते समय समस्या हो रही है.
और जानें
THE SOLUTION

Exploring a virtual reality

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 conceptualize 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 optimized 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:

  • 11X increase in ad recall with a mix of virtual creator content and campaign video, compared to ads with campaign video only
  • 91% decrease in cost per person recalling seeing ads with a mix of virtual creator content and campaign video, compared to ads with campaign video only
  • 38% decrease in cost per person recalling seeing ads with a mix of virtual creator content and campaign video, compared to previous video ad campaign with the same audience
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