Case Study

H&M #ladylike campaign

The Challenge

H&M “ladylike” campaign for its Autumn/Winter collection challenges femininity stereotypes. It features women who are entertaining, opinionated, off-beat, fearless, bad-ass, independent and free-willed.

Bauer Media was asked to create INTRIGUE, DISCUSSION and CURRENCY to drive engagement with the “ladylike” campaign. 

Bauer Insight

ELLE’s audience is smart, spirited, sophisticated and stylish – and we knew that the H&M’s ladylike positioning would appeal.  For H&M to deeply resonate with them we needed to authentically bring this positioning to life.

Our audience value meaningful experiences – and admire those who embrace life’s opportunities and follow their passions. 

The Solution

Bauer created Ladylike Night – an event that celebrated women who embody this ethos across different life interests of fashion, creative sport and design held in an H&M store.

This ELLE Inspires event leveraged the influence of the ELLE brand, harnessing all ELLE touch points: print, editorial, online, facebook, instagram, e-newsletter, snapchat to promote the event and H&M.  

The event was hosted by ELLE Editor Justine Cullen with a panel of talented women, all dressed by H&M:

  • Margaret Zhang
  • Amanda Bisk
  • Katherine Sabbath
  • Lucy Feagins

The panel discussed what ‘ladylike’ meant to them within their respective fields of fashion, creative, sport and design.

We created content off the back of the event – featuring the influencers and an editorial content piece on the smart woman’s guide to life to maximise event impact .

We livestreamed the event on Facebook offering HM and ELLE audience the opportunity to join in on the conversation, virtually.

The Results

Bauer Media drove action:

Attendee numbers exceeded expectations - with over 300 customers attending the event

And engagement with our audience:

  • The live stream post reached 343,686 potential customers
  • The live stream video had over 19,000 views 



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