Fragrance for the space between.
Objective:
1. To raise awareness of H&M’s fragrance line over the next three months by a 40%
increase in impressions across fragrance-related content.
2. To reposition H&M’s fragrance line as a genderless and inclusive product over the
next three months with a 20% increase in consumer associations linking H&M
fragrance with inclusivity, diversity, and gender-affirmation.
3. To develop an evergreen, authentically inclusive campaign for H&M’s fragrance line
over the next three months, aiming to achieve a 20% increase in a positive
association with H&M’s branding and marketing, being one that is inclusive,
authentic, and non-tokenizing.
There is a lack of brand awareness, with many unaware of the fragrance
line that H&M carries. Our target demographic also exhibits a lack of brand loyalty.
Problem:
The Client:
H&M
The Audience:
Gen Z, non-binary individuals ages 18-27
Budget-conscious, moderate disposable income
-Heavy TikTok & Instagram Reels user; discovers style, beauty, and self-expression trends through social media
-Want variety over one signature scent
-Starting to prioritize connection with consumption
Key Insights:
Print/OOH:
Social Media:
Scan/click to watch Reel
Viral Video:
Scan/click to watch the Viral Video
Guerilla Ad:
Scan/click to watch the Guerilla Ad
TV:
Scan/click to watch TV ad
Want to view the Branded Product Placements and Jingle, plus an in-depth dive into research? View the full plans book:
Click to view full Plans Book:
Mackenzie Cunnane, Morgan Campbell, Jennifer Roth, and Sean Myers