Our aim was to promote the launch of the AlexanderWangxH&M clothing collection. The Box of Wang was an interactive installation, print, social media and digital OOH promotion rolled into one, designed to engage our audience of Future Shapers from all angles.

First, we placed collection images in a few fashion magazines to stoke excitement. Then, five days before launch, we built a physical box in London, made of black neoprene – a key Alexander Wang material – and digital screens.

We employed a great sense of theatre by conjuring the Box into being overnight, provoking huge excitement, on and off-line. The Box contained AlexanderWangxH&M items hidden behind one-way glass, revealed to passers-by that tweeted the campaign hashtag. A targeted social media campaign encouraged fashion fans nationwide to tweet the hashtag. They would receive personalized photos and videos of the items inside.

We smashed our three objectives:

1. Cement fashion credentials…

a. Internal media brand tracker: +32% positivity among Future Shapers specifically verses previous campaign (£1.1million spend – x4 our budget!)

b. +22% more likely to say they would consider shopping at H&M

2. Generate buzz…

a. 179% uplift in @ handle mentions (@hmunitedkingdom) vs. previous month (Twitter)

b. 873% uplift in average daily social interactions vs. previous month (Twitter)

c. 8,000 mentions of our local hashtag #awxhmreveal, annihilating the globally-pushed hashtag alexanderwangxhm (5,695!), the only tracked market to do (verses US, Germany, France)

3. Drive footfall…

a. Customers queued from 3.00am on launch day

b. All six London stores sold out in 24 hours (all other stores – three days)

c. Online traffic exceeded all predictions and crashed the collection website

…and added something extra:

4. Unbeatable engagement

a. 3,485 personalised images and videos

b. 80% of users tweeted multiple times