The banner ads redirect consumers to H&M's mobile site at. The goals of H&M's mobile campaigns are to illustrate and promote its latest seasonal collection of apparel and to drive membership in the H&M Club, a loyalty rewards program. The retailer has continued to use the mobile channel ever since. H&M launched its first mobile banner campaign in 2006, becoming one of the first major brands to do serious mobile marketing. H&M has more than 1,600 stores in 34 different countries, including the U.S. Hennes & Mauritz AB, operating as H&M, is a Swedish clothing company known for its "fast fashion" clothes and apparel for women, men, teenagers and children. While H&M's latest mobile marketing campaign was limited to Sweden, Mobiento's reach extends to 27 countries.īrands such as British Airways and automaker Mini, known for its Mini Cooper, have tapped Mobiento for similar mobile campaigns. "Dealing with this landscape and converging is a big challenge for all players." "What we offer are campaigns that span multiple countries, multiple languages, multiple cultures and sometimes not even the same brand name. "Often local agencies provide adaption of global campaigns, or new local campaigns are created," he said. "Brands set budgets per region, which are then allocated per country and then spend by the local country organization within the local media channels.
"We see that the advertising industry is highly localized," said Ashu Mathura, founder/CEO of MADS, Amsterdam, the Netherlands. For the campaign, H&M tapped mobile marketing agency Mobiento and its sister company Adiento, an ad network, which use mobile ad network MADS' technology platform. The campaign includes SMS coupons, mobile banner ads placed on major carrier portals and media sites including Tele2, Telenor and TV4, and a mobile site with click-through slideshows and animated GIF images of the retailer's latest garments. Swedish clothing company H&M launched a mobile marketing campaign on its home turf to promote its latest collection.
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