Case Study: H&M boosts brand awareness in China with Forsman & Bodenfors

H&M trends in Weibo Top 10 with 240M views using Forsman & Bodenfors

H&M, a global fashion retailer, was struggling with its brand perception in China. The vendor, Forsman & Bodenfors, was tasked with developing a new brand campaign to shift consumer perceptions and inspire togetherness during the Chinese New Year period.

Forsman & Bodenfors developed an integrated campaign titled "& All Differences" that celebrated inclusivity and human progress. Instead of using celebrities, the campaign cast real influencers and everyday people, who shared their personal stories on social media. This approach made H&M a top 10 trending topic on Weibo, achieving over 240 million views during the competitive holiday.

H&M