H&M Hennes & Mauritz, a fashion company launched a holiday themed campaign for their winter collection in form of a short film dubbed “Come Together”. Directed by a renowned Hollywood filmmaker Wes Anderson starring Oscar winner Adrien Body. The 3:52-minute film takes place on a train – ‘H&M LINES WINTER EXPRESS’ with passengers showcasing H&Ms holiday collection. Adrien Body plays as a train conductor who turns a Christmas Eve winter weather delay situation that threatens to spoil the passengers’ holiday plans into a nice occasion by giving them a Christmas brunch at the rear of the coach. Adrien Brody and his crew decorate the train to replicate Christmas bringing all the passengers together and the Christmas holiday cheer. The campaign
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The copy that goes into the headline and post also play a vital role. In the “Come Together” video, the general voice/tone in the messaging is characterized as warm and friendly. Adrien Brody’s voice as he addresses the passengers is calm, easy on the ears and welcoming. After Christmas is almost ruined for his passengers, he goes out of his way to surprise them and brings back the holiday cheer and warms everyone’s heart especially the little boy who was travelling unaccompanied. The story makes an emotional connection. Further to this, the tone used in comments is personal thus humanizing the brand and building …show more content…
Quantitative social media measuring focuses on counting the volume of specific types of content on social web (Barker, Borman et al,(2013, p285) ie. The number of interactions. Some of the key metrics include: reactions – likes, growth in number of unique visitors per campaign period, growth in number of Facebook fans, Twitter / Instagram / Google+, Pinterest followers and You Tube subscribers, Number of page views/visitors, traffic from the social media sites to the website, leads and conversions from posts / tweets, retweets, comments and shared links. The campaign was driven by a video. Facebook, Twitter and You Tube were the major drivers, however the campaign was also present in H&Ms other platforms – Instagram, Google+ and Pinterest. With 224,906 subscribers on You Tube, the video acquired 9,007,209 views, 83,699 likes, 72,025 shares and 1,850 subscriptions driven. This information is available on You Tube Statistics. H&M has 29m Facebook followers, on 27th November, 2016 an intro video was posted acquiring 12k views. On the 28th November the launch date, the launch video post acquired 114k views, 1.7k reactions, 736 shares and 331 comments. H&M has 8.25m Twitter followers. The launch tweet acquired 1.7k retweets and 2.3k likes. This quantitative data can be tracked manually on the social sites or through vendors like Radian6 or Klout. Google Analytics is a good tool
The copy that goes into the headline and post also play a vital role. In the “Come Together” video, the general voice/tone in the messaging is characterized as warm and friendly. Adrien Brody’s voice as he addresses the passengers is calm, easy on the ears and welcoming. After Christmas is almost ruined for his passengers, he goes out of his way to surprise them and brings back the holiday cheer and warms everyone’s heart especially the little boy who was travelling unaccompanied. The story makes an emotional connection. Further to this, the tone used in comments is personal thus humanizing the brand and building …show more content…
Quantitative social media measuring focuses on counting the volume of specific types of content on social web (Barker, Borman et al,(2013, p285) ie. The number of interactions. Some of the key metrics include: reactions – likes, growth in number of unique visitors per campaign period, growth in number of Facebook fans, Twitter / Instagram / Google+, Pinterest followers and You Tube subscribers, Number of page views/visitors, traffic from the social media sites to the website, leads and conversions from posts / tweets, retweets, comments and shared links. The campaign was driven by a video. Facebook, Twitter and You Tube were the major drivers, however the campaign was also present in H&Ms other platforms – Instagram, Google+ and Pinterest. With 224,906 subscribers on You Tube, the video acquired 9,007,209 views, 83,699 likes, 72,025 shares and 1,850 subscriptions driven. This information is available on You Tube Statistics. H&M has 29m Facebook followers, on 27th November, 2016 an intro video was posted acquiring 12k views. On the 28th November the launch date, the launch video post acquired 114k views, 1.7k reactions, 736 shares and 331 comments. H&M has 8.25m Twitter followers. The launch tweet acquired 1.7k retweets and 2.3k likes. This quantitative data can be tracked manually on the social sites or through vendors like Radian6 or Klout. Google Analytics is a good tool