Key Takeaways

• The campaign successfully aligned H&M’s men’s occasion wear with Time Out’s event recommendations, creating a seamless connection between fashion and lifestyle content.
• Tailored digital features and social media placements were used successfully to reach and engage Time Out’s male audience.
• Instagram stories and interactive polls helped drive traffic to the digital features, demonstrating the power of organic social media content in enhancing campaign reach.
• The campaign achieved over 3 million impressions, a reach of nearly 1.5 million, and a 12% engagement rate, highlighting its success in building brand awareness and credibility for H&M.

One Page Summary

The Challenge

This campaign aimed to build brand awareness and credibility for H&M’s men’s occasion wear by inspiring Time Out’s male audience with style guides and recommendations, encouraging them to choose H&M for various summer events.

The Plan/Execution

Time Out handled the “where” while H&M took care of the “wear.” As a go-to source for discovering the best activities not just in London but across the UK, Time Out saw an opportunity to align its event recommendations with H&M’s stylish occasion wear for men. With 50% of Time Out’s audience being male, this partnership was perfectly positioned to connect H&M’s fashion offerings with Time Out’s curated event suggestions.

To engage the audience, Time Out created three digital feature pages, each focusing on key summer occasions where dressing in H&M would be ideal: Sporting Events, Al Fresco Gatherings, and Epic Nights Out. Each feature seamlessly integrated H&M’s clothing with Time Out’s top event recommendations across the UK.

Targeted social placements drove traffic to these features, resulting in high levels of engagement. Notably, the “Al Fresco Events” feature achieved the highest click-through rate (CTR) of 9.26%, with 43 saves and 32 shares, indicating that the content resonated strongly with the audience.

Additionally, Time Out produced three Instagram stories aligned with the digital feature themes—Sporting Events, Al Fresco Spots, and Epic Nights Out. These stories ran organically on the @timeoutlondon Instagram channel, featuring interactive polls and direct links to the corresponding digital features. All creatives performed consistently well, suggesting the content was both on-brand and engaging for the audience. The organic Facebook post was also utilized to drive traffic to the “Epic Nights Out” feature.

Results

3,035,285 campaign impressions

1,459,271 campaign reach

12% campaign engagement rate

The campaign performed strongly, with equal engagement across all content pillars, confirming that the themes were perfectly aligned with the audience’s interests. The content’s relevance to current events and seasonality in the UK made it timely, desirable, and highly engaging.