Case Study: H&M Group achieves 530K reach and 5,000 new followers with LinkedIn Marketing Solutions

Fashioning a sustainable brand marketing strategy

H&M Group, the global retail company behind brands like H&M, COS and & Other Stories, launched its LinkedIn Company Page in 2019 and faced the challenge of building brand awareness and trust from scratch. The goal was to engage business-minded and technology professionals around sustainability and innovation with an always‑on, scalable approach rather than one-off campaigns.

Partnering with LinkedIn Marketing Solutions, H&M used extensive A/B testing, refined audience targeting (including skills and interests), and shifted to visual storytelling and Sponsored Video. Within six months the sustainability-focused campaign reached 530K unique members (about 50% of its target), drove 5,000 new followers from its target audience and 69K engagements—exceeding benchmarks—and helped tighten internal alignment for an ongoing, community-first strategy.

H&M Group

Miriam Tappert

Project Manager, People & Organisational Development