Total reach:
367 k
Unique reach:
300 k
6.3 k
Number of posts

What did the campaign achieve?

Succesfully delivered the brand message in 7 days to 366.995 users and generated more than 6.300 likes on a 0,0017 EUR/reach price.

What were the deliverables?

  • Raise awareness on the importance of garment recycling
  • Demonstrate H&M's easy solution to hand in unwanted garments
  • Promote H&M's garment collecting initiative and its rewarding coupon
  • Involve authentic, fashion-focused micro influencers
  • Reach at least 300k users on Instagram

What was the campaign tactic?

Representing how easy is it to hand garments in H&M shops and raising awareness for the reward coupon with fashion influencers.

What were the influencers' tasks?

  • Communicate to followers that they can bring their unwanted garments and textiles to any H&M store
  • Highlight that the initiative will be an always-on activity in all H&M stores
  • Promote that costumers get a H&M voucher for each bag of garments
  • Use #HM and #CloseTheLoop hashtags; H&M logo had to be visible on the content

Content highlights

8 fashion influencers with more than 350k followers on Instagram
19.3 k followers
31.4 k followers
50.1 k followers
49.6 k followers
30 k followers
40.4 k followers

Influencer follower statistics