Malaysian Media Awards Winners Showcase

2017 | |

Time To Change The Norm From Being Man-Like To #Ladylike

Advertiser: H&M (Hennes & Mauritz) PTE LTD
Brand: H&M
Creative Agency: -
Credits: -

The Challenge
With Malaysian economy going down, H&M wanted to stay relevant to their potential customer base, largely females to avoid losing the sales & price wars by competitors

Insight, Strategy and the Idea
Two insights drove us: • 84% of consumers glued to mobile phones (4-hours daily) mainly using social media (Facebook ,Instagram, YouTube) • Almost all females were inspired by success stories of their own gender. Marrying these insights with a common cultural understanding that a successful woman is always clichéd as Manlike, a somewhat derogatory reference. The agency came up with the idea, a movement that highlighted successful local women in professions that were generally associated with male gender. The idea was to turn this around to show Malaysia that women were in fact not restricted to the common prejudices, and then branded with H&M, #Ladylike

Media Execution
We tied up with 8 successful women who had made unique career choices in their lives (kickboxing, surgeon, fitness instructor, drifter, bike rider etc.) We kick started the movement on YouTube & Fashion sites using H&M video and display assets, with #Ladylike. We further curated & customized content on Facebook & Instagram highlighting inspirational stories of these super talented women in a candid style (Pictures and short videos) displaying their unruly talent. For instance: Leona Chin with her favorite race car and she later revealed in H&M Fall Fashion on her 2nd post near the brand store. #Ladylike was further instigated by these eight superwomen via short contest and followed up with large number of Malaysians sharing their stories. We also Geo-targeted H&M stores via Facebook to drive footfalls and used Native ads to drive inspiration.

Results and Effectiveness
9.4 million Female people reached 123,000 women visited the H&M website 723,453 engagements on social posts 978,000+ video views generated Campaign recognition 70% highest ever for H&M globally. TOM increased +8% among Female making H&M number 1 TOM fashion