CASE STUDY: H&M at LolliBop a kids festival in Regents Park
Provided by Multiply
H&M wanted to raise awareness of their kids wear range with Parents and Children.
What was the Challenge / Background of the Campaign?
H&M have a great kids clothing range but currently awareness is really low. We needed to do something to drive awareness of the kids range amongst our core audience.
What was the Campaign Objective?
To promote H&M kids brand via a light hearted activity
Build awareness about the kids range
Activity needs to hit a high flow of Families (parents and children)
Drive fame toward H&M kids clothing
Inform consumers of the high quality and low prices
Drive awareness and foot-fall
What was the Solution?
A 3 day event called Itsy Bitsy Strictly at the Lollibop Festival in Regents Park. Situated right beside the entrance and was one of the main attractions at the festival.
The tent was called Itsy Bitsy Strictly by H&M, this consisted of dance workshops, colouring activities and games.Brand ambassadors welcomed parents and kids to the tent and got them involved in the various workshops and activities.
Handed out stickers and other prizes to reward children that had participated in the activities. Handed out H&M kids catalogues, magazines, baloons and £5 promotion cards
What were the Results?
1900 catalogues handed out
3000 H&M Gift cards claimed
7000 people covered in stickers around the festival
2000 balloons given away
165 prizes awarded
With an overall count of 26,000 attendees to the festival over the whole 3 days, roughly 12-15,000 of these would have engaged with the H&M experience. (without being able to be exact with figures). All 26,000 would have seen the H&M tent.
What were the Key Learnings of this Campaign?
The tent looked great and it was definitely an advantage that we had it open all around as this made it more accessible for people to enter and interact.
The Giveaways were received well, the gift cards being very popular and thought of as very generous from H&M.