H&M Divided Make an Entrance TikTok Spark Ads
Submitted by SEEN ConnectsAgency IPI Score 42/100

H&M Divided Make an Entrance TikTok Spark Ads

Influencer Marketing

SEEN Connects ran a TikTok creator campaign boosted with Spark Ads for H&M's Divided range during Back to Campus, delivering 1.6M paid engagements.

1.6MPaid Engagements
7.5MImpressions
81%Above Primary KPI

About the campaign

H&M worked with SEEN Connects and TikTok creators on its Divided range, and the campaign delivered 1.6M paid engagements. H&M wanted awareness and engagement for Divided during its Back to Campus period. The brand aimed at a Gen-Z demographic and wanted more mentions and popularity on TikTok.

The agency partnered with a selection of inclusive, confident and stylish TikTok creators. Their content used the 'Make an Entrance' creative, presenting the new Divided range as an inclusive invitation to make a mark. Creators chose their own pieces from the range, so the content matched their own style. Spark Ads boosted the original posts beyond the creators' followers, across 23 pieces of content.

The agency reports 1.6M paid engagements and 7.5M impressions. The campaign reached 2.8M people at a combined £0.05 CPE. It beat its primary KPI targets by 81%.

Case in 60 seconds

H&M needed awareness and engagement for its Divided range across the Back to Campus period among a Gen-Z demographic, and it also wanted its mentions and popularity on TikTok to rise during that window.

Gen-Z audiences follow a creator for that creator's own style, so clothing the creator picked personally carries their taste with it, while a fixed product edit would look like a brand brief.

Under the 'Make an Entrance' creative, the new Divided range was framed as an inclusive invitation for each creator's audience to make their mark as the Back to Campus period began.

Inclusive, confident and stylish TikTok creators chose their own pieces from the Divided range and made 23 pieces of content, which Spark Ads then boosted beyond the followership of the creators.

SEEN Connects reports 2.8M people reached, 7.5M impressions and 1.6M paid engagements at a combined £0.05 CPE, a result the agency says beat its primary KPI targets by 81%.

Strategy Breakdown

A Gen-Z demographic during H&M's Back to Campus period, reached through the audiences of selected TikTok creators.
Back to Campus is a moment when students present themselves to new people, which gives the 'Make an Entrance' line a real occasion to attach to.
H&M cast the Divided range as an inclusive invitation for creators' audiences to make their mark, so the brand supplied the clothes while the creators supplied the style.
Gen-Z audiences on TikTok follow creators for personal style, so the brief let each creator pick their own Divided pieces to keep the content aligned with that style.

Creative & Execution System

Assets & channels

  • TikTok

Partners

  • SEEN Connects

Results & Evidence

MetricValue
Paid Engagements1.6M paid engagements
Impressions7.5M impressions
Above Primary KPI81%
Content Pieces23 pieces of content

Why SEEN Connects' strategy worked

  1. 1

    Letting creators choose their own pieces from a range keeps the content consistent with each creator's style, which protects the trust their audience places in them when a brand enters the feed.

  2. 2

    Boosting creator posts through Spark Ads carries original content past the creator's own followers, so paid spend extends the organic work instead of replacing it with brand-made advertising.

  3. 3

    Tying a seasonal moment such as Back to Campus to one creative line gives several creators a shared brief while still leaving room for each of them to style it individually.

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