H&M Group needed a more effective way to reach and engage customers across an increasingly fragmented media landscape. Previous channel tests had yielded mixed results, and there was a lack of unified direction across brands and markets.
What We Did
Discovery & Analysis
To help Monki elevate its brand presence and engagement, we began with a comprehensive discovery and analysis phase, diving into the performance of existing channels and historical marketing efforts. This allowed us to identify not just successful patterns but also key gaps and untapped opportunities across Monki’s global operations.
User-Centered Research
Building on this foundation, we engaged in user-centered research, conducting 24 in-depth interviews with customers alongside 8 expert interviews. These conversations uncovered unmet needs and helped us capture a nuanced understanding of Monki’s diverse audiences, ensuring perspectives from all major markets and key user groups were represented.
Channel Mapping & Prioritization
With these insights in hand, we moved into channel mapping and prioritization, hosting a collaborative workshop where potential channels were evaluated through the lens of user needs and business objectives. Each channel was then assessed for its strategic relevance, using data to guide our recommendations.
Strategy Definition
The insights culminated in a strategy definition sprint, where we brought together key stakeholders for a full-day session to co-create a future-facing, optichannel strategy. This included defining the ideal mix of platforms and crafting a tailored content direction for each, aligned with both audience behaviors and brand voice.
Implementation & Testing
To bring the strategy to life, we piloted a TikTok engagement program over a 6-month period, leveraging both organic and paid media to test the resonance of various content formats. The findings from this phase informed the broader implementation roadmap.
Cross-Brand Enablement
Finally, we developed a scalable framework and toolkit designed to support not only Monki but the wider H&M brand ecosystem. This enabled smooth adoption of the strategy across other labels, ensuring consistency while allowing for local adaptation.
Outcome
Metric Outcome
Sales Target Uplift: +120%
Organic & Paid Posts: 550+ published
Impressions Generated: 87+ million
Why It Worked
By combining user insights, data-led decision-making, and hands-on collaboration with stakeholders, we unlocked a strategy that was both globally scalable and locally relevant. The cross-functional buy-in ensured implementation didn’t stall after handover — it accelerated.