H&M Use Gamification To Increase Click-Through Rates by 615%
Solution: Engagement Hub
H&M Kids wanted to engage potential customers with interactive content on social media with the ultimate goal of driving revenue.
H&M Kids created an Engagement Hub to help parents find their kid's style and browse the associated clothing options to match. This was done through a Personality Quiz where parents answered an engaging quiz about their child’s preferences and personality. Once parents had completed the Personality Quiz, they were directed to the H&M Kids website to shop for clothes tailored to their children’s personality outcome.
H&M Kids captured 2,000 emails for their database. This data was enriched with their children's personality quiz outcomes, making it highly valuable for future marketing communications. From the campaign, H&M Kids also saw an impressive 30.8% click-through rate to their website following game completion. This is 615X better than their average.
H&M is one of the world’s largest fashion companies with more than 4,900 stores across 73 markets worldwide.