H&M Influencers

Group BA
Bente Bosman, Karolis Butkus, Michael DeLong, Konstantin Felgenhauer, Sara González
Novo, Youssef Hassan, Chieko Hayami, Thomas Istenes, Lara Kaulfuss
Agenda

1 H&M

2 Current Outlook

3 Influencer Definition

4 Dummy Guide

5 Target Group

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Agenda (continued)

6 Influencers

7 Channels

8 Effectiveness

9 Conclusion

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Video

4 Präsentationstitel Datum Source: H&M

 H&M

Image Holder

Values
Values

Mission
Image Holder Image Holder

Strategy Mission
Goals

Image Holder Strategy

Goals

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H&M: Current Outlook

Follower growth Earned media

31% value
>$98M Source: H&M
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Source: Influencerdb
Definition influencer

100-1000 Nano Influencers

1000-100K Micro Influencers

100K-1M Macro Influencers

>1M Mega Influencers

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 Dummy Guide

01 02 03
Analysis Identifying Influencers Campaign
• Target Group • Quantitative Data • Co-Creation
• Market Position • Qualitative Data • Ways of Collaborating
• Goal • Match • Content
• Companies Value and • Offer • Trends
Characteristics

05 04
Effectiveness Social Media Platform
• Feedback Loop • Influencer Based
• Numbers • Content Based

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Target Group
As described the main target group are young woman and girls that buy on a more frequent basis.

•Biggest group that • Use

buy most frequent orientated
group that
mostly buy if
in need.
Young
Woman
woman

Guys Children

•Not really frequent • Attracting

buying group in parents and
Young woman Woman general mostly
mothers for
Guys their children

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 Followers
Caroline Blomst Instagram
AKA CarolinesMode
97K
About Her
Facebook
Caroline Blomst is one of the most well-known Swedish 47K
bloggers and influencers. She is most known for her
streetwear and has a vast following that keeps up with Blog
her day-to-day looks and constantly takes note of what 13K
companies and brands she is wearing.
Total reach
157K

Audience

Females from 18 to 45 who are interested in fashion but

also like to see what goes on in her daily life and
especially about her adorable daughter Bambi.

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Source: Instagram
 Followers
Mario Moreno Instagram
AKA Followmario
23K
About Him

Mario Moreno is an American executive and influencer

Youtube
based out of New York City. He works as the head of US 23K views
marketing at H&M while also working as an influencer for
other brands simultaneously. He teaches part time at the Total Reach
Fashion Institute of Design and Merchandising (FIDM) in >23K
Los Angeles.

Audience

Males 18- 45 years interested in men’s fashion and style

who also enjoy the fast-paced life he leads in New York
and Los Angeles.

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Source: Instagram
 Followers
Janni Déler Instagram
AKA Jannid
About Her 1,3M
Facebook
Janni Déler is a Swedish blogger and influencer who lives 25K
in Monaco. She is known for her travel and fashion posts Blog
depicting her modeling in locations all over the world. She
13K
has collaborated with the likes of Calvin Klein, Nelly,
Maybelline, and Nelly. Youtube
337K subscribers
Audience
Total Reach
Females from 18 to 45 who are interested in fashion and 1,7M
traveling who are enchanted by her quirky personality and
lavish, exotic lifestyle.

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Source: Instagram
 Social Media Channels

90%

2.32B 1.3B 1B 336M

users users users users

Facebook Youtube Instagram Twitter News and Desktop

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Social Media Channels

14 Präsentationstitel Datum Source:(Castronovo & Huang, 2012, p.119).

Measurement of effectiveness
ensure the efficient use of financial influencer funding to maximize profit

Risk: single post might

Interactions containing might be viewed more
likes, comments and than once by the same
Google Analytics shares  Reach person- artificial
increase in impression
count

Independent from
influencers´s profil Analytics Number of individuals Impression
who have seen the post

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Source: H&M Source: google analytics
Source: sociallek Source: socialbakers
Calculations

Investment Amount: Investment Amount: 2 Capital Gained from Investment: ROI:

Influencer/ Social
$57.103,89 $39.059.063,11 684%
Media Marketing

Marketing Budget $80.400.000.000 $200.000.000.000 284%

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Conclusion

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