H&M leverages trending social media ploy for back-to-school promotion
Apparel and accessories retailer H&M is leveraging the staying power of social media quizzes and consumer interest in giveaways with its back-to-school campaign contest.
The appearance of quizzes on users? social media feeds is not slowing, and marketers are keen to jump in on the trending activity. H&M is taking advantage of the tactic?s pull with social media users, being playful with consumers and driving back-to-school apparel promotion.
"Quizzes work because people like to learn about themselves and share information about themselves," said Danika Daly, president/CEO of Danika Daly Public Relations, New York. "The back-to-school quiz will benefit H&M because kids will be taking the quiz to get some style inspiration, and will probably end up buying the outfit and other items for their school wardrobe.
"The quiz allows you to share your results at the end, which will leave their friends, followers or peers wanting to take the quiz as well," she said. "The chain reaction continues on from there, leading to more back-to-school sales for H&M."
Quizzing consumers
Consumers enjoy taking quizzes via mobile and social media that generate various pairings such as which animal is their spirit animal or which city should they live in. Now that marketers have gotten in on the fun, interest has not slowed down.
These quizzes must be a seamless experience for consumers, prompted by links via social media platforms such as Facebook and Twitter. Users should be able to cross over to the quiz mobile site with no issues or lag time, and if this is the case marketers can see a substantial amount of engagement.
H&M combines back-to-school marketing with trending quiz content
H&M combines back-to-school marketing with trending quiz content
Numerous brands are creating their own quizzes, such as H&M introducing consumers to its products with a quiz that generates which back-to-school style they are.
Through Twitter and Facebook, H&M shared a link to a micro-site, where users answered questions based on their school activities such as their favorite class and after school activities.
Participants in the quiz who shared results via Twitter are automatically entered for a chance to win a $1,000 H&M New York shopping spree.
The prize encourages users to share the quiz with friends and followers, which gives H&M more genuine promotion and enticement to get involved with the quiz.
The ending page of the quiz showcases a variety of H&M products, which coincide with the users? individual results.
For instance, a user who responds to questions with those that coincide with an interest in show businesses will receive an answer of ?most likely to be famous.?
The various personality results from the quiz all take the form of a yearbook-voting poll starting with ?most likely to ??
Social media significance
Similar to this, Talenti Gelato launched a unique mobile platform that scans social media users? content and creates a personalized ice cream flavor based on their posts that could become a real product (see more).
Another important social media tactic is the growing number of millennial-friendly retailers handing over their social media accounts to celebrities, who provide a range of content in a bid to drive customer engagement and attract new fans (see more).
"When foraying into mobile, social media quizzes, brands should focus on keeping it fun versus making it seem like a survey," Ms. Danika said. "Creating shareable content is really the key."
"When foraying into mobile, social media quizzes, brands should focus on keeping it fun versus making it seem like a survey," Ms. Danika said. "Creating shareable content is really the key."
Final take
Brielle Jaekel is editorial assistant at Mobile Marketer
