We were tasked with driving awareness across H&M’s Divided range in their back to campus period, while increasing mentions and popularity across TikTok.

Focusing on a Gen-Z demographic, we selected creators who could use the new Divided range as an invitation to their audience to ‘make their entrance’ when going back to Campus with H&M.

We partnered with a selection of inclusive, confident and stylish TikTok creators to create scroll-stopping content. The brief called for creators who knew how to 'make an entrance,' knowing that TikTok encourages creativity.

Creators were encouraged to choose their own pieces from the new Divided range, ensuring the content they created aligned with their unique style. Sparks Ads were used to give the original content a boost beyond the followership of the creators.

With 23 pieces of content, the campaign reached 2.8M people, and worked at a combined £0.05 CPE, beating primary KPI targets by 81%.