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CASE STUDY: H&M- &Denim - Cinema Campaign

Provided by Digital Cinema Media
H&M traditionally focus on Outdoor & Press, but for the launch of their '&Denim' range they ran a 6 minute short film on cinema.

What was the Challenge / Background of the Campaign?

H&M ran a 6 minute short film at 40 selected Odeon and UCI sites with selected films from 23rd September (for 5 weeks) This was supported by foyer activity in the form of 6 sheets and floor media with additional sampling at selected sites on evening of Friday 23rd September

What was the Campaign Objective?

To launch the new denim range at H&M. To use media to support and highlight the range’s innovation and creativity. To drive awareness and enhance attitudes of H&M denim. To enhance the consumer cinema experience courtesy of H&M.

What was the Solution?

A qualitative study was conducted with 4 x 1½ hour Group Discussions of women between 16-34 BC1C2 who attend the cinema regularly, who shop at H&M regularly and who are not rejectors of advertising.

What were the Results?

The cinema platform was felt to be the optimum medium through which this creative be executed and much interest was generated by the introduction of this format. It was felt to be a strong tool in the cinema advertising box. Overall, the Romeo and Juliet creative was received positively and ticked most of the boxes required for a successful cinema ad campaign Strong positive impact on the H&M umbrella brand however, impact on the &denim brand was less strong. Despite average visibility of the &denim sub-brand, call to action for the overall H&M proposition was strong.

What were the Key Learnings of this Campaign?

Original findings were that as a fashion label, H&M was a cheap safe brand that was similiar to Dorothy Perkins or Miss Selfridge. Post-discussion, the H&M brand was elevated to a more upmarket, contemporary position within its competitive set amongst the likes of Urban Outfitters or Selfridges stores.

BudgetReach & FrequencyTarget AudienceMedia Used
Contact for details16-34 Females, BC1C2
16 - 24
25 - 34
Female
ABC1
CINEMA
NON-TRAD OUTDOOR
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONALAll YearDRIVE TRIALSAMPLING
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