Isabel de Kievit
Creative digital content marketer
2021 - Now
H&M
Experience some of my creative work at H&M for NL / DE / AT / CH.
Pre-loved Archive
On October 31st 2024, H&M introduced the Pre-loved Archive collection. This collection consists of unique guest designer pieces from the last 20 years of collaborations. This campaign is executed in all digital channels: e-mail, push, web/app & social media.
'Pre-access in app' e-mail.
Web/App content + Push message.
'Kids Deal starts now' e-mail.
Kids Deal
Kids Deal is a -20% off flat deal on the kids assortment. The strategy was to communicate 'pre-access starts already in app' to gain app downloads. One day later we communicated that Kids Deal started online and in-store. The products added to first the e-mail were all segmented to customers who are interested in the following age groups: baby, small kids (2-8Y) and younger kids (9-14Y).
Full price
At H&M we send multiple 'full price' send-outs a week to different segements such as women, men, baby, small kids (2-8Y) and younger kids (9-14Y).
The topics for communication can be garment group focus, new arrivals or highlights of the week.
An example of outerwear focussed communication for all three kids segments. Executed via e-mail, push and app content.
Flash Deal
This Flash Deal was planned as a one day activity in Spring '24. We executed this deal with e-mail, push message and web/app content. The content was segmented to our full customer base to make sure we reached everyone. The copy strategy was to focus on the discount, that it's an H&M members only deal and to create some urgency with using 'Flash Deal' copy. The CTA strategy was to focus on new H&M member recruitment, as the deal was member only, and to focus on 'Shop now' - linking to our main page at hm.com.
In 2021, I was responsible for the Facebook channel of H&M the Netherlands. You can see two examples of how Facebook posts looked like back then. The strategy was to focus on content for different customers (women, men, kids) to act locally relevant as a brand. Besides that, I also researched trends and product interests of the specific period to make data driven decisions.