H&M Black Card: monthly fits, unboxed by creators

H&M wanted product integration rather than adverts. Our creators received a monthly selection of clothing through the Black Card and showed how they styled it.

Platforms: TikTok
Market: United Kingdom

H&M campaign results

14,000,000

Total impressions

100%

Positive Brand Sentiment

21,000

Total Shares

Campaign totals across the creators' posts, as reported to H&M when the campaign closed.

The brief

Objective: The aim was to integrate H&M clothing into creator content as something worn and styled, not advertised, and to keep the brand showing up in young audiences’ feeds month after month. The Black Card gave creators a reason to unbox and style new pieces regularly.
Audience: Sixteen to twenty-five year olds in the UK who follow fashion and lifestyle creators and shop on the high street.
Message: This is what H&M looks like on real people this month.

What TapLab did

Our creators were given the Black Card, an exclusive privilege that delivered a monthly selection of H&M clothing. They unboxed each delivery and showcased their latest fits, which is content their audiences ask for anyway.

The repeat format kept the brand present across the season rather than in a single burst. We handled negotiation and creative strategy.

Negotiation
Creative Strategy

Who ran this campaign

We are TapLab, a London creator marketing agency. Ishaan Bhimjiyani founded it after building his own audience as an education creator. We run campaigns as the brand's influencer marketing wing. We cast from the UK student and education creators we manage and from the wider network we reach out to. Every creator on our roster has a public profile. You can also meet the team.

Our founder in the press: The Tab, London Now, NetInfluencer, ConvertX Radio

H&M campaign questions

What was the goal of the H&M campaign?

The aim was to integrate H&M clothing into creator content as something worn and styled, not advertised, and to keep the brand showing up in young audiences’ feeds month after month. The Black Card gave creators a reason to unbox and style new pieces regularly.

What results did the H&M campaign get?

14,000,000 Total impressions, 100% Positive Brand Sentiment, 21,000 Total Shares.

Which platforms did the H&M campaign run on?

TikTok. We cast and managed the UK creators.

What did TapLab do for H&M?

Negotiation, Creative Strategy. We cast UK creators from our roster and our wider network, and we managed the work from brief to final post.

Can TapLab run a campaign like this for my brand?

Yes. Send the product, the audience and rough timing through the form on this page and we will reply with creators and a plan.