The Crowd Convergence Display API powered fashion giant H&Ms global website competition for their 2016 H&M Loves Coachella collection. The popular international chain has a huge global social following and they wanted to better leverage the high traffic they get to their e-commerce site. H&M used the Crowd Convergence Display API to power content for their global website, providing safe, moderated social feeds from Instagram with the hashtag #HMCoachellaSquads.
H&M twitter account promoting the #HMCoachellaSquads competition
Crowdsourced content a more trusted medium than traditional brand advertising
H&M invited shoppers to post a picture on their Squad Wall for the chance to win a $1000 gift card to shop H&M for festival style. H&M directed followers to Instagram to post an image of their squad rocking Coachella-inspired looks with the hashtag #HMCoachellaSquads’.
The crowdsourced content reveals a visual grid of inspired festival fashion – a passive validation driven from UGC of the fashion house’ dedicated collection. Shoppers want to see products in real-life scenarios, so the campaign creative was incredibly effective in sharing festival trends en masse – worn and styled by everyday like-minded people from H&Ms target demographic.
3 winning posts of the #HMCoachellaSquads competition
The page drove social sharing to #HMCoachellaSquads, increased awareness of H&Ms Coachella collection and created a platform for earned media to inspire peer interest in the collection. The H&M Loves Coachella collection could be accessed by direct link from the competition page, making buyer conversion and the overall path to purchase more simple.
Real-time updates of user-generated competition entries
The Crowd Convergence Display API provided a reliable and ‘out of the box’ foundation for the activation, with H&M designing the branded interface. H&M also managed moderation of content in-house supporting real-time updates and a constantly refreshed stream of competition entries.