H & M Coachella Collection + Event Activation
As the official fashion partner of Coachella, H&M needed to own a very competitive conversation. To do this we tapped into a truth about the event - nobody goes to Coachella alone.
We enlisted a group of models / influencers / and assembled our ultimate H&M Coachella squad (it was 2017, after all). The squad consisted of the next big thing influencers such as Hailey Baldwin, Charlie Barker, Julia Cumming and Luka Sabat. We had them star in our short film, print and social, and used them to seed the content to their networks.
Our film was fully shopable and we created an original soundtrack that went onto be a huge hit on Spotify.
Social activations brought squads together to win tickets to the festival.
Finally we brought our desert vibes all the way to the festival itself by allowing our fans and their squads to step into a reality bending photo booth. Connecting with fans and their social media channels to allow them to spread the campaign itself.
#HMlovesCoachella
Role: Strategy lead (brand and comms planning)
Responsibilities: Brand strategy, comms planning, social strategy