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H&M Social Stylist

基本信息
行业: 服装
媒体:网络
风格: Minimalism
说明cnen
Synopsis
• H&M is a global retail giant, with thousands of stores around the world. In China, it is rapidly growing, opening an average of one new store every week. But it’s not all glamor behind the scenes. The market is becoming an obstacle course for H&M; hurdles are popping up left and right as they continue to speed ahead to meet growth targets. • As competitors began to latch onto e-commerce platforms to efficiently push their products, the enormous amount of social content being pumped out every second delivered one very clear message: H&M faced a new era where their fashion trends weren’t keeping up with the pace of consumer demand. • It came time to rapidly change strategies. While competitors feverishly attempted to recruit new followers with coupons and other run-of-the-mill strategies, H&M needed a market solution not just about being fast, but also innovative.
Strategy
• Data Insights: Every behavior from each brand follower is collected, creating a profile that shows where they live, where they shop and what they’ve been buying. The system even tracks their interactions with different content on WeChat. • Innovation: All this data helps the brand craft new content aimed at different groups of people—so personalized that they can’t ignore it. We also conduct Recency Frequency Monetary (RFM) modeling based on our large base of people, so we can more effectively up-sell and cross-sell to different groups. Even product pushes and promotions became a personalized experience. • For example, the system knows Lily is a real fashionista based on her recent check-in at the H&M X KENZO Special Collection Launch Event. So in the future, she’s the first to know about new exclusive collections and gets first dibs at VIP party tickets.
Outcome
• We helped H&M dramatically surpass its business target by over 100%, increase traffic to HM.com by a whopping 300%, and boost engagement rates by 92%. • By injecting a sense of accountability and personalization, we drastically improved the overall H&M brand experience and won #1 Fan Favorite in a nationwide survey on China’s favorite social accounts, beating Nike and Uniqlo.
Execution
• We built a social data management platform into H&M’s WeChat ecosystem, essentially transforming what used to be a content broadcasting platform into an automated social CRM tool. • This ensured that while it now had a deep understanding of its existing fans, there is also a sophisticated engine in place that’s always learning more about its expanding customer profiles. • This is an always-on data mining platform that has been used by H&M since 2015. The system, for example, knows Lily is a real fashionista based on her recent check-in at the H&M X KENZO Special Collection Launch Event. So, in the future, she’s the first to know about new exclusive collections and gets first dibs at VIP party tickets.
CampaignDescription
• We created an intelligent algorithm, the H&M Social Stylist, designed to provide highly personalized styling content to meet the different needs of millions of H&M consumers in China daily.
制作信息
品牌:
广告公司:
奖项
戛纳国际创意节 2018
入围 社交媒体与网红
Social Data & Insight
视频语音识别与翻译工具

我们采用了 Google Cloud Speech-to-Text(利用机器学习技术将语音转换为文本)与有道自然语言翻译服务
开启此功能,可以实现:
1. 在播放视频时,同步浏览视频原文字幕
2. 在此处选中字幕单词即可显示其中文翻译

* 与人工专业翻译不同,语音识别与自然语言翻译均存在偏差与非官方性,请仅作为参考。

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