Not only brand identity, but also communication could be explored through social media. Google+, Facebook and Twitter, which helps H&M follow their target consumers’ ideas and feedback about the brand, and consumers give their ideas and information on these pages as well. For example, Google+ could make a circle for target consumers who want to share a special topic and invite their friends in this circle to enjoy in. It’s a great way for H&M to build their own circle for their fans or who want to know the brand. Google+ helps H&M talk to consumers deeply and exchange ideas about the brand. Each idea and comment on internet push H&M to develop and promote their products.
Aiming at target youth consumer between 16-30 years old, in May 2014 in Poland, H&M cooperative with exclusive party to invite people engaged in by hiding few tickets in their stores. People could follow Snapchat account to get information pictures to find these tickets. In the campaign, H&M owned more than 3.8 million Polish users and get positive impacts on brand communication.
(https://www.youtube.com/watch?v=TJ3LVPxH6js) Accessed 04 March 2016
H&M gets variety of information from these social media, by solve consumers’ problems, answer their questions, and help out when their fans needed. Social Media for H&M is like a kind of tools for consumer service and make it easier for consumers to figure out their problem and talk with the brand no matter where you are.
Posted by Danyu Zhu
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