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THE
challange

H&M teamed up with Viral Talent with the aim of boosting sales figures of its new Spring/Summer Emma Jane collection for Kids. H&M were keen to work with Viral Talent's family creators The Grimwade Family after their success on a previous collaboration. They were really pleased with family's involvement in the last collaboration and were looking to tune into their like-minded, family-orientated audience again.
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the
approach

Viral Talent's media plan focused on creating content across The Grimwade Family's Instagram where engagement levels are exceptional - around 20%. A combination of activations with call-to-action's encouraged the family's audience to access the H&M Kids website via a direct link. The Instagram content showed the Grimwade's oldest children modelling the collection together which portrayed the fun, family-feel that H&M were keen to capture as this embodied the ethos of its new collection.
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the
results

The campaign was a great success; the Instagram grid post alone achieved over 22.6% engagement. H&M were so pleased with the content that the brand also published the images on the homepage of the Kids website and used the content for promotional purposes via its social channels. Following this, H&M requested to work The Grimwade Family again in its next campaign.
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