Just right / There is no complex mechanism or hi-tech gimmick here – this social-first campaign is just an excellent example of how to communicate a human insight in a humorous and honest way. The short-form content is tailored for social media, and those 10 seconds convey perfectly the impact our clothing and accessories have on our mood. The spots are tender, truthful and funny, and wouldn’t feel out of place among the kind of entertainment that the target audience is watching on TikTok and Instagram.
By representing an array of common experiences and feelings among young women – going out, not wanting to go out, having nerves at work, dressing for a lecture at university, being complimented on your outfit in the women’s toilets on a night out – the campaign is sure to resonate across the board. It’s not overly sentimental, nor mired in clichés or unfashionable terms (eg, boss babes) that would age the creative; the social and out-of-home ads are relatable, likeable and reassuringly realistic. For a deep dive into why realism resonates with consumers, read our Unvarnished Truths trend here.
Fast fashion feels / Last year we covered a campaign by Uncommon for H&M that similarly recognises the brand’s role in young people’s lives. The One/Second/Suit service offered free suit hire to support young men – for whom buying or renting a suit can be an unaffordable expense – going to job interviews. As well as encouraging trial and generating some goodwill, the idea reflected and reinforced the brand’s positioning as a destination for aspirational young people looking for affordable clothing for every life occasion.
Campaigns like these challenge the negative perceptions people may have of a fast fashion brand like H&M; aligning specific looks and outfits with life occasions imbues them with emotion and significance, and tells the audience that the brand’s clothes aren’t disposable, they’re meaningful parts of key experiences. As a brand of low-cost clothing, this is a clever way to add a layer of value.
