Customer Intelligence

Silver
CAMPAIGN
H&M Social Intelligence
AGENCY
Ogilvy & Mather Shanghai
CLIENT
Hennes & Mauritz
BRAND
High-street Retail
DETAILS
WeChat is China’s most saturated social media platform perceived to have wide reach, yet low effective engagement. We proved otherwise, achieving both by using H&M’s consumer data to build the world’s first predictive personal stylist on WeChat, transforming its official WeChat account into a first-of-its-kind consumer-profiling mastermind. By progressively tagging our consumers’ behaviour on WeChat, we were able to learn more about what they liked and in turn adapted our content to fit their interests. By effectively transforming its social content experience, H&M turned readers into eCommerce customers, upping ecommerce traffic by 300% and contributing millions in sales, proving that social content is an effective sales channel. Follower base doubled, while open rate increased by a whopping 92%; industry reports thus ranked H&M as the top WeChat account within category.
Partners
Media Supporters
Media Supporters
Media Supporters
Media Supporters
Media Supporters
Media Supporters