*A Brand that Stands for a Cause*

What’s this about?
H & M Campaign: “Fashion against AIDS”
H & M has decided to take matters into their own hands by creating a campaign that stands for a powerful cause. They have fused their talents of creating clothes that follow well with current and up-to-date fashion trends and the need to promote the awareness and resourceful knowledge of AIDS. They have gathered a collective group of celebrities to participate in the campaign; they include Tokyo Hotel, Katy Perry, Yelle, Estelle, NERD and Dita von Tesse. The collection consists of multiple t-shirts that are styled to fit into today’s fashion as well as promote the use of condoms and safe sex.

Why is this a Beneficial Campaign?
This campaign works because of its implementation. The campaign has proven to be successful through its many efforts of media coverage. Let’s analyze the Communication Marketing Mix:
-Advertising: It is more than obvious that H & M has used advertising as its primary means of media communication. They have taken advantage of the numerous amounts of featured celebrities and displayed their ads all over the city.
- Personal Selling: While purchasing your items at the register at the H & M store, the cashier may briefly describe the efforts of the campaign and attempt to give each customer a free condom wrapped inside of an information booklet about their cause.
- Public Relations: Many press releases were distributed to the media to inform them about this new campaign.
- Sales Promotion: Inside of the store, there are buying incentives for those looking into the campaign collection. They have tons of special deals and offers which keep consumers interested.
And Finally…
-Others…Someone who is interested in finding out about the cause can easily go online, enter search words and immediately find plenty of information on a detailed website about the campaign and its contents. They also use celebrity endorsements to their advantage by placing them to be the primary focus of their campaign; ultimately attracting the attention of an interested society as a whole.

Highlights

-H & M has proved to its customers and the rest of society that they are, once again, capable of executing a campaign that stands behind a worthy cause

-They substantially meet all requirements that rightfully say their campaign has taken them through step-by-step of the Communication Marketing Mix.




http://www.hm.com/us/#/startns/