H&M Leverages Multiple Video Formats to Build Awareness at Scale

For a couple of years now, iconic fashion brand H&M has been known to strongly advocate for more responsible & sustainable practices in the fashion industry.

To help their customers make more responsible choices, H&M awards them with membership points in a dedicated program. To generate strong awareness of this membership program by customers in France, H&M partnered with Snapchat to target its exclusive audience at scale.

The goal of the campaign was straightforward: maximise both the reach of the message and the average video completion rate, to deliver strong impact.

To reach this objective, H&M leveraged multiple complementary video ad formats on Snapchat:

• First Commercial, to generate massive reach on a single day

• Commercial, Snapchat's unskippable format, to ensure a solid completion rate

• Snap Ads, to increase overall potential reach on the platform

All of these formats can be optimized towards the goal of generating video views, which can help ensure the campaign is delivering against H&M's marketing objectives.

The three video formats combined to deliver a campaign with strong results : overall, people exposed to the campaign reported a 9 point lift in Ad Awareness, which means that they remembered seeing the campaign.¹

Combining multiple video ad formats made it possible to reach over 4.1 million French Snapchatters.³

The Commercials format delivered on its promise: on average, this format generated a 85% completion rate, which offers meaningful exposure to the ad.²