H&M is a Swedish multinational
It’s known for its fast-fashion clothing for men, women, teenagers, and children. Operating in over 74 countries
with over 5,000 stores globally, the H&M group is one of the world’s leading fashion companies.
H&M was looking to build an
e-commerce presence in Egypt.
They had set strict guidelines and KPIs for the brand which was proving to be challenging when working with influencers. They had also been seeing low conversion rates and wanted to leverage celebrities and mega-influencers in Egypt to place the brand exactly where their target audience was, and at the same time keep these campaigns aligned with their guidelines and KPIs.
Dmenta helped H&M with a bespoke influencer marketing campaign.
This was based on their goals, target audience’s interests, and an understanding of how they wanted to position themselves. Based on this information, Dmenta identified a total of 13 celebrity influencers whose followers were identical to H&M’s target audience. These influencers were gifted a curated product list along with a scripted ad brief to ensure the copy was optimised for conversions.
With Dmenta, H&M managed to see a successful launch with higher-than-average conversion rates