Sell-out Launch for H&M Kids
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Background
Objectives
UK-based families with young children seeking stylish, affordable, and practical kidswear from a brand that resonates with modern parenting and real-life needs.
Demonstrate how H&M supports every parenting phase with real, story-led content that resonates emotionally and drives clicks, engagement, and brand affinity.
Goals
Drive kidswear brand affinity
Show real-life family alignment
Deliver low-cost, high traffic
200K
@hattiebourn
Hattie Bourn is a London-based lifestyle and beauty creator whose content reflects a stylish, modern approach to motherhood, wellness, and personal care.
Interests
👩👧👦 Modern Motherhood
💅 Everyday Beauty
🏡 Aesthetic Routines
👜 Fashion & Lifestyle
Lifestyle Integration That Feels Effortless
Proven Campaign Success with Family & Lifestyle Brands
Aspirational Yet Relatable Influence
Strategy
Meet our Influencers
Hattie created 4 content sets: 1 hero video and 3 organic-feel grids/stories. Each theme (“Time,” “Mess,” “Wills”) integrated brand in a light, relatable way.
24 content pieces (vs. 12 planned) delivered 2.57M impressions and 6.2K+ clicks. Reels outperformed, with 8.28% ER and strong saves, comments, and bio traffic.
🎥 Blend pro and self-shot content
📆 Staggered posting for learnings
🔗 Item links boosted story CTR
✅ Verified voices for social proof
🗣️ Creator-led storytelling trust
Research Insights
Results
Campaign Results
Research statistics
Total Impressions
2.57M
Across 24 content pieces
Engagements
69.6K
Including saves, comments, and shares
Clicks
6.2K+
309% over target performance
Top Format
Hero Reel
489% more comments than avg
Total Impressions
2.57M
Across 24 content pieces
Engagements
69.6K
Including saves, comments, and shares
Clicks
6.2K+
309% over target performance
Total Impressions
2.57M
Across 24 content pieces
This is amazing! ❤️
Absolutely gorgeous! 😍
Engagements
69.6K
Including saves, comments, and shares
This is amazing! ❤️
Clicks
6.2K+
309% over target performance
Top Format
Hero Reel
489% more comments than avg
Total Impressions
2.57M
Across 24 content pieces
Engagements
69.6K
Including saves, comments, and shares
Absolutely gorgeous! 😍
Total Impressions
2.57M
Across 24 content pieces
Engagements
69.6K
Including saves, comments, and shares
Clicks
6.2K+
309% over target performance
Total Impressions
2.57M
Across 24 content pieces
This is amazing! ❤️
Absolutely gorgeous! 😍
Engagements
69.6K
Including saves, comments, and shares
Key Learnings
Authentic Content Styles
Pro content worked well when paired with authentic styles.
Staggered Content
Helped to optimise content week-on-week.
Specific Item Links
Highest CTR's driven by individual item links.
@'s and #'s
Focus on one link or sticker tap to reduce distractions.
Ready to elevate your marketing strategy?
Let’s add some spice to your next campaign 🌶️
This is amazing! ❤️
Absolutely gorgeous! 😍