Working with bloggers is nothing new for brands. Each business at least once tried to use this method of product promotion. Even so, a lot of time, money, and effort could be wasted. Despite the fact that social networking is available everywhere, there are substantial regional differences in the kind of material that make up effective marketing efforts.
In the paper, we offer a case study for H&M to use in identifying distinctive elements of advertisements placed close to the blogger’s home. A link to the H&M website is included in every post along with the hashtags #hm and #hmxme.
Paxton Fielies (@paxtonfielies_)
Without a doubt, Paxton Fielies, well known by his moniker “Paxton,” represents the company in South Africa. She gained notoriety in 2017 after becoming the youngest South African woman to win the competition’s 13th season of Idols South Africa. She is a singer, songwriter, and philanthropist all rolled into one.
Her professional journey is completely in line with the idea of the most recent H&M collection created in collaboration with the all-female New York skate team The Skate Kitchen and the 1990s streetwear and skate brand No Fear. The takeaway from this partnership is to face your fears head-on and not allow them prevent you from achieving your goals.
The message itself is well received by female brand supporters and reflects the ideals of African feminism that take into account the circumstances and requirements of women in continental Africa.
Chella Man (@chellaman)
On June 1, 2021, the American artist, activist, and actor created a promo for the H&M Pride campaign, “Beyond the Rainbow.” The interactive campaign demonstrates H&M’s ongoing support for the LGBTQIA+ community by sharing personal accounts from the campaign’s stars and inviting viewers to submit their own via a recently created web app. The choice of a posterface appears to be a success because the blogger is combining his experiences as a transgender, deaf, genderqueer, and Jewish person of color.
Khavilova Anna (@ainsuph) and @olovessuuu
Anna Khavilova, the creative director of A.GENCY and a Russian fashion blogger, was drawn to H&M’s line of knitted wool blend clothes. The partnership itself is not a frequent occurrence. However, a post with a pleasant aspect caused a lot of warm clients to warm up for the season despite being published in the middle of fall.
The brand’s summer collection was promoted over the same time period by another fashion blogger, @olovessuuu, who was also successful in inspiring French audiences with her red printed baby-doll dress.
As such, the various regional weather patterns influenced the choice of goods.
Chang Ching Yin (@peace0426), Yuki (@chiayuyuui), Keith Kong (@kiiisu), Cosh Su (@cos55555)
Keith Kong is one of the co-founders of Edition One art Consulting LTD, which focuses on projects in the arts, fashion, and beauty. He works as a photographer and model, and in China, he has done a lot of advertising for the @HM x Giambattista Valli cooperation. Cosh Su (@cos55555) is driving yet another high-end cooperation between @HM and SimoneRocha. China is thought to be the key factor driving the global luxury market, as evidenced by a BCG and Altagamma insight study. As a result, merchandise from a small selection is valued higher, even in a mass market.
There are other options that have succeeded in capturing the attention of an enormously saturated Asian market besides exclusive deals and limited collections. Thanks to the expansion of Japanese animation, which in the current world is seen as a component of the overall Asian culture, the terms anime, manga, and cosplay have entered our lexicon. As a whole, Asian consumers are drawn to cartoonish, slightly juvenile models. This is why Chang Ching Yin (@ peace0426) and Yuki (@chiayuyuui) both promoted the brand’s items from the @HM x Disney Toy Story and @HM x Simpson series.
Aaliyah JM (@aaliyah.jm)
Living in the UK, Aaliyah is a lifestyle, fashion, and beauty blogger. Technically, the product might be advertised in the European market. She nevertheless promotes herself as a contemporary Muslim woman. Therefore, it should come as no surprise that the blogger is followed by a sizable number of people from the Islamic world who want to purchase goods that not only reflect their religious values but also are beautiful and fashionable and have identifiable logos. The major goal of this kind of advertising partnership is to demonstrate how to dress stylishly in a hijab and pair it with the brand’s products. She obviously isn’t accessible for every item in the line and only makes certain advertisements.
What are the differences in advertising for a particular region?
The gist of posts, the choice of the product advertised, and its graphics vary from region to region, it is safe to assume after reviewing the aforementioned content. Each nation has unique traits that are important for the setting process, which is a reasonable justification.
The evolution of culture
Consumers’ responses to advertising incentives generally depend on their cultural values. As these notions have uneven senses and influences, the attempt to unify all the regions by projecting the same goals, values, and experiences across the globe appears to be fruitless. A brand can only get the desired response if it is successful in choosing this person in needs and desires.
Social sphere
Due to a brand’s participation in social movements and continued support of particular values, it is possible to turn current difficulties affecting a given social group in a given area into advertisements. That is a situation in which everyone wins because society resolves its existing problems and the brand gains from the loyalty of future customers.
Geographical features
Climate data may not always accurately depict a product’s genuine nature. You should consider where and when your products will be in demand if they depend on seasonality. Don’t rush into investing excessively in off-season advertising because that is doomed to failure from the start.
Economic situation
In China and India, luxury branding is becoming more popular. Many businesses concentrate on authenticity and uniqueness while developing their strategies because the Asian market is the primary consumer of high-quality items with a propensity to buy from overseas. The need for low-cost goods can be explained by the fact that the target audience in the USA and Europe is moving away from notions associated with the consumer society.
Legislation
The message’s substance is being closely monitored by the USA and other European nations because minorities in those regions are highly respected. A brand’s followers react negatively to offensive language, and it could even lead to the demise of the business. The same posts might backfire in Muslim nations and Russia.
The Bottom Line
The mission and values of the Hypetrain organization – innovative influencer marketing platform should be reflected in every advertising engagement. The major goal is to leverage the information that is pertinent to a certain area while obscuring the information that prevents promotion. The bloggers themselves significantly influence the outcome. The company should work with a skilled advertiser who can create positive publicity while targeting the right demographic.
Our study case was fun, we hope you enjoyed it. Any topic you would like us to explore with you, we are eager to do so. Please feel free to share any more pertinent information.
