How do you make a global brand feel local?
2019 was an important year for H&M: with the launch of the new Hudson Yards store, the brand will have had a presence in the city for over 19 years—but the excitement for H&M that was felt back then isn’t as strong today.
How could we build for the new store opening and reignite New Yorkers' passion for the brand?
Our multi-stage love letter to the city began on Valentine's Day with a poem proclaiming our love, and finished with the new store opening.
Tease: A Love Letter
On Valentine’s Day we sparked the love again with New York to introduce the "We Love It Here Because We Love You Here" message in a full page New York Magazine spread.
Show: Community Stories
We then celebrated New Yorker Since Moments through a cast of authentic New Yorkers, displaying our shared love for the city through their own moments.
Amplify: <3 on Social
Amplifying on social via #HMLovesNY, our cast shared their messages and extended it to a large group of New York native Influencers.
Sustain: Love at First Sight
Launching at Hudson Yards, we put consumers in the campaign and made it easy on opening day for any H&M fan to show up and share their own New York love stories.
12 real New Yorkers, including H&M employees, brought to life that being part of the city doesn’t happen after a year, 5 years, or even 10 years—but in a moment.
Each cast member was photographed by Peter Ash Lee in the studio and around the city with their stories extended across OOH, paid social & digital, and the casts’ personal social channels.
After launch, we sent New Yorker Since kits to local influencers to expand the story.
0 mSocial Media Impressions
0People Attend Opening Day
0 kTotal Social Engagements using #HMLovesNY
0Real New Yorkers Cast in Campaign
0 kImages taken in our Photo Experience on Opening Day