H&M Masters the Art of Integrated Marketing Communications

About six years ago on one of my trips to New York, I was walking through the streets of Manhattan with my sister. She told me she was going to take me to a store she knew I was going to love. When we arrived I looked up and saw two big red letters, H&M. I looked through the window and instantly fell in love. I made my way inside the store, saw the price point and I was completely sold.

I was real excited when I found out that H&M was planning to open stores in Los Angeles. Since coming to Los Angeles, H&M has been a strong competitor in the retail market. H&M offers quality clothes for reasonable prices for the whole family.

H&M has mastered the art of integrated marketing. They have utilized various media outlets – website, catalog, blogs, social media, billboards, ads, banner ads, email, in-store promotions and sales, Fashion Star television show (which drives business to their company) and effective commercials.

View the latest spring 2013 David Beckham for H&M commercial:

If you have not figured out yet, David Beckham is the new campaign for H&M. This year, 2013, H&M used this campaign in their first ever Superbowl commercial. H&M aims to drive more in-store traffic; and are “bridging social media and mobile with a location-based” marketing strategy by putting “mobile advertising at the forefront of a social media fueled campaign.” (Johnson, 2012)

In New York, San Francisco and Los Angeles H&M will be running this campaign until August 31, 2013. This campaign also consists of a scavenger hunt. Statues of David Beckham have been put around these three markets – all you have to do is snap and win. Consumers are to snap a picture of one of the statues “using the Instagram mobile application with the hashtag #HMBeckham and are entered to win a $1000 gift card and other prizes.” (Johnson, 2012) Consumers also have a chance to win by following H&M on Twitter and or signing up for their newsletter.

This is not the first campaign H&M has done via social media. Recently, the company used a mobile ad inside the iPhone Pandora App. In 2010, they teamed up with “GoldRun” on a location based initiative that used augmented reality to allow users to virtually try on products from store windows. Each participant was compensated with a 10% discount to be redeemed within the store.

By: LeiLani Lemle-Macias

Reference

Johnson, L. (2012). Mobile Marketer. H&M bridges social media and mobile with location-based campaign. Retrieved from http://www.mobilemarketer.com/cms/news/social-networks/13604.html

Ritchie, G. (Feb. 6, 2013). David Beckham for H&M Spring 2013. Retrieved from http://www.youtube.com/watch?v=il21FZu-IUY