H&M ReLove it
For some time now, one of the largest producers of "fast fashion" started "H&M Conscious" global communication.
Its aim is to raise awareness of the eco-approach to its products and to encourage the upcycling
of not only clothes but also other items that we get rid of too easly.
As the Polish execution of this image strategy, we decided to organize a series of events in the pop-up
"H&M Consciuos Spot" built for this need in the center of Warsaw. Every weekend, for 6 weeks, with the help of popular influencers, we conducted workshops educating:
- how to throw away less food,
- how to use plastic bottles to build hydroponic installation for herbs home growing,
- how to give new life to old bicycle parts (we managed to build 2 new bikes from the pieces brought by participants!) etc...
Fashion influencers (also the "slow fashion" ones!) helped us reach the target group and designed the workshops, which we announced in social media (on their own profiles as well as the brand's channels, making the campaign's reach really diversified).
The growing interest, engagement, and the increase of participants of subsequent events were ensured by:
new bloggers joining the campaign every week (new reach groups), new interesting topics of the following workshops
and communication based on online video teasers.
In addition, people who wanted to get rid of unwanted clothes on any day could bring them to the Spot,
and the interactive drop-in box with a scale printed them a H&M discount voucher which value depended
on the weight of the items left behind.
Its aim is to raise awareness of the eco-approach to its products and to encourage the upcycling
of not only clothes but also other items that we get rid of too easly.
As the Polish execution of this image strategy, we decided to organize a series of events in the pop-up
"H&M Consciuos Spot" built for this need in the center of Warsaw. Every weekend, for 6 weeks, with the help of popular influencers, we conducted workshops educating:
- how to throw away less food,
- how to use plastic bottles to build hydroponic installation for herbs home growing,
- how to give new life to old bicycle parts (we managed to build 2 new bikes from the pieces brought by participants!) etc...
Fashion influencers (also the "slow fashion" ones!) helped us reach the target group and designed the workshops, which we announced in social media (on their own profiles as well as the brand's channels, making the campaign's reach really diversified).
The growing interest, engagement, and the increase of participants of subsequent events were ensured by:
new bloggers joining the campaign every week (new reach groups), new interesting topics of the following workshops
and communication based on online video teasers.
In addition, people who wanted to get rid of unwanted clothes on any day could bring them to the Spot,
and the interactive drop-in box with a scale printed them a H&M discount voucher which value depended
on the weight of the items left behind.
