A week before the Isabel Marant H&M collection launched, H&M created a totally unique advertisement for the collection, which involved hanging clothing pieces between frosted glass. The garments were barely visible, but this only captured the interests of fashionistas.
By tweeting an appropriate hashtag, the garment would suddenly be revealed to passersby. These particular items were unique pieces from the Isabel Marant H&M collection, that could be pre-ordered by those lucky enough to spot one of these ads.
Instead of putting out a traditional press release, H&M released a YouTube video announcing the campaign and left the rest to the fans. Of course it didn’t take long for word to spread through bloggers, or anyone interested in this particular H&M collaboration.
Stats for Sneaky Tweet-Revealed Ads
Trending: Older & Warm
Research: 1,499 clicks in 121 w
Interest: 0.5 minutes
Concept: Isabel Marant H&M Collection
Related: 111 examples / 85 photos
Segment: Females, 12-35
Comparison Set: 40 similar articles, including: exotic countryside editorials, grungy glamor editorials, and messy braid editorials.
Sneaky Tweet-Revealed Ads
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