H&M’s new sister brand Nyden teamed up with nine influencers, including Refinery29’s senior editor Alyssa Coscarelli, lifestyle blogger Javvy, and influencer Amanda Orelli, who tapped into their followers to ask them their garment preferences.
The influencers used Instagram Stories’ new polling to gauge their followers top choice for certain design elements, including patterns or details such as using sequins or fringing.
Fashion brand Nyden, which launched in April 2018, is aimed at millennials, so opening up the brand and putting creativity and community at the forefront is both crucial and relevant to its young audience.
According to a report by Business Insider, the polls attracted more than 425,000 viewers over two weeks and brought in more than 35,000 votes.
Based on these findings, Nyden plans to use the data to inform the design of two dresses. It was a smart marketing initiative that introduced followers to new ideas, the brand and put the audience at the forefront.
Instagram is the leading global platform for influencer marketing, and H&M is making the most of it. According to research by InfluencerDB, H&M has come up trumps as one of the top performing brands on Instagram, with 28,003 influencers mentioning the brand in the first six months of 2018.
H&M is ramping up its social media strategy and is a shining example of the benefits of brands using influencers to capture its audience and drive commerce.