H&M x fanbytes

How we helped H&M unlock a HUGE
Gen Z audience for the first time.




engagement rate



The client

Platforms Instagram

Services Influencer marketing, social creative

Territory UK

H&M is one of the most recognised fashion retailers in the world with a massive online presence and over 250 stores in the UK alone. 

The challenge

In 2020, the retail landscape was experiencing significant upheaval. H&M were not only facing an increasingly cluttered market, but also a period of global uncertainty. The Covid-19 pandemic meant that people weren’t shopping in-store and brands needed to be reactive to the constantly changing climate.  


With several exciting new collections launching, H&M wanted to win the attention of a younger audience; specifically 16-21 year old females. 

Having never targeted a Gen Z audience before, they came to Fanbytes to create a social and influencer marketing strategy that would help them unlock and build continuous brand connection over a 6-month period.

The solution

We recommended Snapchat and Instagram as platforms that would get us the highest reach and engagement amongst 16-21 year old females. From there, we leaned into our award-winning Bytesights tool and knowledge of the influencer landscape to develop an always-on campaign featuring the most relevant and creative talent. 

Our influencers created engaging Instagram Reels/Posts and Snapchat Stories showcasing the collections in their own unique way. Many also used IGTV videos which worked extremely well as a longer form content that could provide a lot more information and inspiration around the collections. 

Each collection was different, from the streetwear collaboration with Kangol, to classic Knitwear, and even a Halloween themed collection featuring Billie Eilish merchandise. We wanted to ensure the influencer content reflected the style of the collection to make it super memorable.

The results




Engagement rate



The campaign over-delivered at every phase in terms of views, reach and engagement. 

We achieved a massive 1.8million views (an +180% over delivery), as well as 151K likes and a 17.3% engagement rate (almost 10% higher than the industry average). These generated a huge amount of ‘swipe ups’ to their website and contributed to the collections regularly selling out. 

Through working with our recommended influencers who reflected a diverse range of races, socio-economic backgrounds and body types, H&M were also able to build credibility amongst a discerning and socially conscious Gen Z audience. 

Most importantly, our always-on approach and 12-phase activations helped to keep H&M firmly in the conversation and front of mind with their desired Gen Z audience.