H&M short for Hennes & Mauritz, is a globally recognized fashion retailer known for its wide selection of stylish, affordable clothing and accessories.
Founded in Sweden in 1947, H&M has become a staple in the fast-fashion industry, offering trendy and diverse options for men, women, teens, and children. Their collection ranges from basics and everyday wear to chic and seasonal styles, making fashion accessible to a broad audience.
How H&M Reached 2 Million gen z Consumers with 6x the average engagement rate
12.6%
Engagement rate
6x the industry avg
2 Million
Total Impressions
5
Brand Ambassadors
The Brand
The Ask: Promote H&M’s New Styles amongst Gen-Z Audiences
H&M, like many retail brands, seeks to connect with Gen Z because this generation represents the future of consumer spending and wields considerable influence in the marketplace.
Gen Z, typically defined as those born between 1997 and 2012, has unique purchasing priorities, brand loyalty factors, and digital habits that are reshaping the fashion industry.
The H&M team came to MOGL looking to identify specific new brand ambassadors that resonate with their audience and align with their brand who would be able to drive awareness for new H&M styles for a “Back to Campus” fashion campaign.
Gen Z, typically defined as those born between 1997 and 2012, has unique purchasing priorities, brand loyalty factors, and digital habits that are reshaping the fashion industry.
The H&M team came to MOGL looking to identify specific new brand ambassadors that resonate with their audience and align with their brand who would be able to drive awareness for new H&M styles for a “Back to Campus” fashion campaign.
The Solution: Hyper-Targeted UGC Influencer Promotion with 5 High Profile Athletes
MOGL developed a strategic “Back to Campus” Fashion campaign to build awareness for new H&M styles amongst their target audience through UGC content creation and product promotion with high-profile college athlete influencers in specific markets.
The team sourced 5 high-profile athletes who, in exchange for cash compensation and H&M products, were responsible for posting organic, UGC content of them modeling the new styles.
The participating athlete influencers were:
Isaiah Bond, University of Texas Football - 150k Followers
Laila Phelia, University of Texas Women’s Basketball and Team USA Women’s Basketball - 67k followers
Keonilei Akana, University of Texas Women’s Volleyball - 50k followers
Arop Arop, Columbia University Men’s Basketball - 31k followers
Deshun Murell, UCLA Football - 17k followers
The Instagram Reels posted by the athlete influencers yielded an average engagement 6x the platform average (12.6%) and reached over 2 million Gen-Z consumers.
MOGL coordinated the delivery of the content and the post approvals for each athlete as well as the shipping information for each athlete so they could model their favorite “Back to Campus” styles.
The team sourced 5 high-profile athletes who, in exchange for cash compensation and H&M products, were responsible for posting organic, UGC content of them modeling the new styles.
The participating athlete influencers were:
Isaiah Bond, University of Texas Football - 150k Followers
Laila Phelia, University of Texas Women’s Basketball and Team USA Women’s Basketball - 67k followers
Keonilei Akana, University of Texas Women’s Volleyball - 50k followers
Arop Arop, Columbia University Men’s Basketball - 31k followers
Deshun Murell, UCLA Football - 17k followers
The Instagram Reels posted by the athlete influencers yielded an average engagement 6x the platform average (12.6%) and reached over 2 million Gen-Z consumers.
MOGL coordinated the delivery of the content and the post approvals for each athlete as well as the shipping information for each athlete so they could model their favorite “Back to Campus” styles.
The Results: Over 2m Impressions Engagement Rates 6x the Average
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In just two weeks, MOGL sourced 5 high profile athlete influencers to promote H&M’s “Back to Campus” Fashion program. These athlete influencers recorded high quality, organic UGC content of them modeling H&M’s newest styles and posted them to Instagram.
2 Week Campaign Yield
Total brand ambassadors
5
Average Engagement Rate
12.6%
Est. Total impressions
2 Million
Audience Age Breakdown
13-17: 16%, 18-24: 32%, 25-34: 37%
Audience Gender Breakdown
Male: 52.3%, Female: 47.7%
The Results: 5 High Profile Athlete Influencers Generated Over 2m Impressions and Yielded Engagement Rates 6x the Average
Laila Phelia GRWM Deliverable
Deshun Murrell Content Deliverable
Keonilei Akana Content Deliverable