|Title||H&M SOCIAL STYLIST|
|Product / Service||SOCIAL INTELLIGENCE|
|Category||A07. Data / Insight|
|Entrant||OGILVY SHANGHAI, CHINA|
|Idea Creation||OGILVY SHANGHAI, CHINA|
|Reed Collins||Ogilvy Asia Pacific||Chief Creative Office|
|CheeGuan Yue||Ogilvy Shanghai||Group Executive Creative Director|
|Darren Crawforth||Ogilvy Shanghai||Executive Creative Director|
|Adeline Koo||Ogilvy Shanghai||Managing Partner|
|Lydia Zhang||Ogilvy Shanghai||Business Director|
|Wen Wang||Ogilvy Shanghai||Associate Account Director|
|Bob Wang||Ogilvy Shanghai||Director of Social Intelligence & Loyalty|
|Serena Shen||Ogilvy Shanghai||Associate Director of Social Intelligence & Loyalty|
|Nina Kong||Ogilvy Shanghai||Senior Strategist|
|Pires Guo||Ogilvy Shanghai||Senior Strategist|
|Carol Hsu||Ogilvy Shanghai||Associate Strategist|
|Nica Liu||Ogilvy Shanghai||Associate Strategist|
|Ivy Yao||Ogilvy Shanghai||Associate Creative Director|
|Bill Feng||Ogilvy Shanghai||Senior Designer|
|Carol Gao||Ogilvy Shanghai||Copywriter|
|Bonnie Lin||Ogilvy Shanghai||Copywriter|
|Catherine Huang||Ogilvy Shanghai||Account Executive|
• We created an intelligent algorithm, the H&M Social Stylist, designed to provide highly personalized styling content to meet the different needs of millions of H&M consumers in China daily.
• We built a social data management platform into H&M’s WeChat ecosystem, essentially transforming what used to be a content broadcasting platform into an automated social CRM tool. • This ensured that while it now had a deep understanding of its existing fans, there is also a sophisticated engine in place that’s always learning more about its expanding customer profiles. • This is an always-on data mining platform that has been used by H&M since 2015. The system, for example, knows Lily is a real fashionista based on her recent check-in at the H&M X KENZO Special Collection Launch Event. So, in the future, she’s the first to know about new exclusive collections and gets first dibs at VIP party tickets.
• We helped H&M dramatically surpass its business target by over 100%, increase traffic to HM.com by a whopping 300%, and boost engagement rates by 92%. • By injecting a sense of accountability and personalization, we drastically improved the overall H&M brand experience and won #1 Fan Favorite in a nationwide survey on China’s favorite social accounts, beating Nike and Uniqlo.
• Data Insights: Every behavior from each brand follower is collected, creating a profile that shows where they live, where they shop and what they’ve been buying. The system even tracks their interactions with different content on WeChat. • Innovation: All this data helps the brand craft new content aimed at different groups of people—so personalized that they can’t ignore it. We also conduct Recency Frequency Monetary (RFM) modeling based on our large base of people, so we can more effectively up-sell and cross-sell to different groups. Even product pushes and promotions became a personalized experience. • For example, the system knows Lily is a real fashionista based on her recent check-in at the H&M X KENZO Special Collection Launch Event. So in the future, she’s the first to know about new exclusive collections and gets first dibs at VIP party tickets.