Download the MSN case study compendium - Digital Training ...
Download the MSN case study compendium - Digital Training ...
Download the MSN case study compendium - Digital Training ...
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COUNTRY: NORWAY Sector: RETAILH&M bloggers <strong>the</strong> talk of <strong>the</strong>town on <strong>the</strong> <strong>MSN</strong> catwalkA bold campaign from H&M in co-operation with Costume magazine and <strong>MSN</strong>was created to engage fashion bloggers in Norway. The brand’s fashion bloggingcontest drew a fantastic response rate, with 700 bloggers taking part from across<strong>the</strong> country, and acted as <strong>the</strong> centrepiece of a successful integrated campaign.Key factsClient:H&Mmedia agency:Mediacomtarget audience:Fashion-conscious girlsand womenkey channels:<strong>MSN</strong> Special, <strong>MSN</strong>Homepage, <strong>MSN</strong>Women’s Channel,Windows Live ID’sThe Briefl Build brand favourability for H&M amongstyoung womenThe Campaign<strong>MSN</strong> editorial and Facebook groups, with offlineeditorial support through Costume magazine,TV and radio, drove interested fashion reportersto <strong>the</strong> H&M Fashion Blog, hosted as an <strong>MSN</strong>Special. Here would-be bloggers posted <strong>the</strong>irentries to try and win <strong>the</strong> votes of Windows Liveusers and progress to a final shortlist of 10. Afinal judging panel featuring Norwegian fashionTV personality Charlotte Thorsvedt selected <strong>the</strong>winner, who was announced at <strong>the</strong> CostumeAwards 2009.
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