H&M is partnering with Moschino on a new collection due out this fall and they made the announcement via Instagram Live— and via some very big influencers.
Designer Jeremy Scott and supermodel Gigi Hadid, to be exact.
According to Digiday, Instagram Stories have become traffic drivers for publishers and influencers, making announcing this collab via two famous influencers a very smart move for H&M. They also broadcast it on screen at Coachella, where Moschino hosts an annual party, bringing in an event element.
Live videos can’t be added to Stories Highlights, but H&M does have some clips on their Highlights like the screencap above. They start with an MTV-like intro (which they’ve made their cover image on Twitter), tapping into some nostalgia marketing, then show the two influencers discussing the collaboration and when it will be available.
Mobile Marketer sums up the campaign well:
“Fashion brands and retailers — including everyone from Forever 21 to Nordstrom — have had success reaching out to consumers using influencers and celebrities on Instagram to increase engagement. Known entities like Hadid attract attention on the platform. And while the H&M/Moschino announcement may not have garnered quite the excitement the Destiny’s Child reunion did at Coachella, per WWD’s Eye column, it was buzz-worthy enough to capture attention. Mobile-focused and live campaigns are less expensive for brands than traditional TV spots, and in the case of fashion and apparel brands are likely to reach more highly engaged users by going to the platforms where those users spend their time.”
Nobody can expect to outshine Beyonce, but H&M made some smart moves with this campaign.