This document summarizes Samantha Goldberg's digital strategy presentation for H&M. It discusses H&M's background as a global fast fashion retailer and competitors. The new campaign will focus on listing the total cost of outfits compared to single items. The target audience is teens, young adults, and professionals looking to stay on-trend affordably. Key performance indicators include increasing sales and items per purchase. The digital strategy will utilize social media, blogging, photos and contests while connecting platforms to the website. The estimated 2013 digital budget is $720,000.

1. FINAL
PRESENTATION:
H&M DIGITAL
STRATEGY
BY: Samantha Goldberg
ADV 892
April 1, 2013

2. H&M BACKGROUND
 Fast fashion global
retailer
 On trend and
affordable
 Operates
approximately 2,200
stores in 40 markets
 Main competitors are
Zara and TopShop

3. NEW AND IMPROVED CAMPAIGN
 “Facelift” to the
current campaign
 Listing total cost of
the head-to-toe
look Vs. one
specific item

4. TARGET AUDIENCE
 Men and women looking
to stay on trend on a
budget
 Teens
 Young adults
 Young business
professionals
 “One stop shop”
destination

5. KPI
 Determine success by
comparing the new
campaign to the old one
 Increase sales by
increasing items
purchased per sale
 Will use the total sales
for 2012 of $120,799 as
a benchmark

6. BIG IDEA
 Consumers and
non-consumers
can already
recognize an
H&M
advertisement
 Fits within and
stays true to
H&M’s brand
image

7. TOOLS AND TACTICS
 All major social media platforms
 Company profile and advertisements
 Stay active in the industry and connected to
consumers
 Blogging
 Post photos
 Contests

8. TOOLS AND TACTICS
 Connect all social media platforms to one
another
 Create traffic to company website
 Promote celebrity endorsers and collaborative
designers
 Innovative and fast pace

9. BUDGET
 2012 gross profit: $11,168 million
 Average cost of a single ad campaign
ranges from $200,000 to $400,000
 Estimated budget for advertising in 2013
is between $25 and $30 million
 Estimated digital strategy budget for
2013 is $720,000

10. SUMMARY
 Truly fits H&M’s brand
image
 Important to not
completely change the
company’s current
strategy
 Stay innovative and
competitive
 A driving force that
encourages customers to
visit the store and
purchase more items per
visit