H&M is one of the world’s leading fashion retailers, known for stylish yet affordable apparel and accessories. They partnered with Roku to increase brand favorability and awareness among women and fashion enthusiasts in a campaign that was timed to coincide with a new seasonal clothing line.
The objective
H&M was looking for creative ways to promote their new 2022 Summer line. They wanted to use an out-of-the-box solution to capture viewers’ attention in a way that goes beyond basic TV advertising.
The Editorial Guide consisted of an editorially-curated destination in The Roku Channel featuring thematic content from our partners. They directed streamers into the Editorial Guide with additional brand experiences on Roku's home screen, screensaver, and pause screens. Altogether, H&M was present throughout the entire streamer's journey.
The approach
To celebrate the return of warm weather, H&M activated a Summer-themed Editorial Guide Brand Experience, tying in the Summer theme of its fashion line. Like the design of a clothing line, the theme of this campaign tied it all together and delivered not just a promotion but an experience.
The Editorial Guide was titled “Suns Out, Funs Out” and aggregated many Summer - related romance movies and TV shows. The hub featured both free options that can be accessed through The Roku Channel and paid subscriptions on other SVOD (Subscription Video on Demand) partners.
“We know the average streamer takes 7 minutes to decide what to watch. H&M used this time to provide value to viewers, suggesting thematically interesting content while bringing awareness to their summer line. We’re excited to continue to partner with H&M to push the creative envelope” - Sarah Monahan, US Head of Retail Vertical, Roku
Here’s a peek at H&M's video ad on Roku:
The results
Brand Experiences helped H&M achieve impressive lift in their campaign KPIs, increasing brand favorability among their target audience by 22%. Post-campaign, the percentage of viewers who see H&M as a leader in fashion jumped by 39%. This lift was even higher among viewers in the $50,000 to $99,000 household income range.
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