CASE STUDY: H&M

H&M coming to Alaska called for a celebration. Thompson & Co. teamed up with H&M to put together a VIP party, grand opening event and media campaign that would reflect key elements of the brand, including its modern flare, diversity and quality. It was a way to welcome H&M to the community – and a way to welcome the community to H&M’s fashion-forward stylings.

The grand opening was a hit. More than 1,200 people stood in line to become the first Alaskans to experience the store. The splashy introduction set the tone for H&M’s presence in the 49th State.

MEDIA RELATIONS

T&C invited local media to attend a VIP party held the night prior to the grand opening, allowing for a sneak peek of the space. T&C also setup interviews on multiple media platforms for the H&M corporate team that traveled to Anchorage.

Media came out in droves to see H&M open its doors. There was a live shot by KTVA and store previews and interviews from Alaska Public Media, KTUU Channel 2, Coastal Television, Alaska Dispatch News, Anchorage Press and The Northern Light. T&C provided materials to outlets across the state to ensure the coverage continued well after the event had wrapped.

INFLUENCERS + SOCIAL MEDIA

T&C tapped Anchorage fashion bloggers to feature curated H&M looks on their sites. These influencers helped to raise the excitement and start a local following for H&M. T&C also coordinated a Fashion Friday segment on KTVA’s Daybreak the week before the grand opening. Lastly, T&C arranged for the H&M corporate team to takeover the @iloveanchorage Instagram account, sharing moments from their trip up north using the hashtag #HMLovesAlaska.

EVENT PLANNING

The VIP party showcased the investment H&M was making in Alaska’s economy for community leaders, fashion influencers and media members. The convergence of H&M’s international brand and Alaska’s unique community was on display at the grand opening. Featuring all local vendors, more than 500 people – including Governor Bill Walker, Sen. Dan Sullivan and Anchorage Mayor Ethan Berkowitz – welcomed H&M to the state.