Alexander Wang x H&M

Internationally awarded experiential and social media activation to increase buzz around the Alexander Wang x H&M collaboration.

#digital #social #experiential #concept #copywriting #fashion

#AWxHMreveal

For the highly anticipated 10th designer collaboration, Alexander Wang x H&M, H&M challenged us to create more buzz before the drop of the collection.

The guest designer audience follow fashion and trends closely, and speak their minds on blogs and social media. If we could harness their passion in an attention grabbing and inherently shareable way, they’d be the perfect mouthpiece to amplify news.

We tantalised our fashionistas with the ultimate reward: an exclusive preview of the Alexander Wang collection before the launch, unlocked through #AWxHMreveal.

Social Media

The audience was invited to view the collection on Twitter by tweeting #AWxHMreveal. Multiple tweets would bring greater rewards: personalised replies direct from H&M, GIFs of the collection, and a link to the lookbook on H&M’s website.

Experiential

With buzz building online, the mysterious Box of Wang landed overnight in London’s shopping district. Made from black neoprene, a key Alexander Wang material, the box featured a giant digital clock on one side that counted down the seconds until launch.

The pièce de résistance was the tweet-and-reveal wall. By tweeting #AWxHMreveal, passers-by lit up a window in the box revealing a collection item, previously hidden behind one-way glass.

With this mechanic the box transcended the physical world, reaching up into the social sphere. Tweeters would now too receive an instant, personalised image and video revealing close-ups of the garments inside the box.

Competition

To drive the sense of exclusiveness even further, we gave away a handful of precious beat-the-queue tickets for the launch. Squeezing every drop of innovation from the OOH channel, we staggered the competition timing city by city, in a complex, out-of-home ‘cascade’, giving residents of four major cities just one hour each to enter the competition.

Results

32% increase in positivity among the fashionista audience specifically verses the last campaign
873% uplift in average daily social interactions vs. previous month (Twitter)
179% uplift in @ handle mentions (@hmunitedkingdom) vs. previous month (Twitter)
8,000 mentions of local hashtag #AWxHMreveal, far outstripping the globally-pushed hashtag #alexanderwangxhm
1. 3,485 personalised images and videos
2. 80% of the unique users tweeted multiple times
3. +1,000 competition entries in the 4 ‘live’ hours

Awarded with ao

Festival Of Media Gold Best Social Media Campaign

Adweek Media Plan of the Year for Global campaign under $1m

Agency: UM London

Creative Director: Marcia Siebers

Copy Writer: Marcia Siebers

Production Director: James McAllister

Business Director: Eve Samuel-Camps

Media Planning: Megan Hunt

Digital Planning: Natasha Lenton & Marika Karouzou

Experiential Agency: Circle Agency

Creative Director Experiential: Neil Hooper

Camera and editing: Matt D’Urban-Jackson