H&M

After renovations to H&M’s store in Toronto’s Eaton Centre, MediaCom treated the re-opening like a movie premiere and the target (women 18-34) like stars, reinforcing H&M’s image of affordable, accessible glamour.

The campaign focused on traditional advertising, social media, PR, promotions and the event.  Downtown core domination included newspaper earlugs and inside front covers, and TTC posters telling riders how many stops to the store. Through a partnership with Citytv, Tuned In with Lucy Zilio taped at the pre-launch party, and segments were broadcast on opening day. The day itself began with a fashion show on Breakfast Television and the opening was covered by Citytv’s evening news. With hundreds of people in line, the event spilled into Yonge-Dundas Square where a video screen showed press party vignettes and counted down until the doors opened.

Customers had their photos taken with purchases that were instantly uploaded to the screen and to H&M’s Facebook page. Shoppers’ blog posts and tweets were also streamed to the video screen.

H&M exceeded its sales target for the two-day event (pre-party and opening day). Five-hundred followers were added to H&M’s Twitter feed and 1,500 names added to H&M’s database.