This month’s featured case study comes out of the UK, where UM took H&M on the road with the #HMLovesMusicRoadshow.

H&M challenged us earlier in the year to reach their “elusive” and notoriously hard to reach DIVIDED audience – 16-24 year old fashion lovers. As an H&M market segment with increasing importance, DIVIDED was a big focus in 2013, and some helpful focus group research gave some interesting results; that they aren’t as ‘edgy’ as they have typically been viewed as being. Instead, in essence, they are like the wider teen majority…they love themselves!  They live on social media, they crave their 15 minutes of fame, they love a selfie and of course, they love fashion!

This year, we were challenged to launch a campaign under H&M’s global strapline “#HMLovesMusic”, but the client was keen to look at a localized UK activation with a twist.  So UM launched our H&M Loves Music Roadshow, with five in-store events across five H&Ms in five weeks throughout the month of May.

The hook for DIVIDED consumers is not only a great in-store experience with live DJs, exclusive discounts, spot prizes, style advice, make-up artists and a photo booth, but the chance to star in one of our five video style files – blogger-led videos capturing the style vibe of each city – produced by our very own UM Studios.

With our main KPI being an increase in DIVIDED sales through foot traffic on the day of each event, we partnered with Bauer Media Group to deliver localized reach through radio across the five key targeted UK cities: Southampton, London, Manchester, Leeds and Edinburgh, as well as cementing the music credentials the brief asked for. For each event, a sponsorship and promotion partnership involving a mixture of 30” trails and live drive time promotions created hype about the Roadshow, as well as interaction for the consumers.

All on-air activity led the consumer to an online hub, providing more information about the events, a chance to win H&M vouchers and of course, our Style File videos to show what we’ve been getting up to along the way!

Results so far have smashed expectations, with over six thousand competition entries, 10,400 unique visitors to our hub and a 2min36 dwell time – far above the Bauer average of 1min.

Once again, UM has proven that strategic thinking partnered with a curious spirit can yield amazing results.