H&M x Roxy Earle

The Goal

In collaboration with Roxy Earle, The Kit and H&M partnered to showcase H&M’s joyful summer collection with true inclusive sizing. Roxy burst onto the scene as part of The Real Housewives of Toronto in 2017 and set a mission to bring empowerment to women of all s hapes and sizes.

It then became our mission to bring this story of body positivity to our audiences and create a campaign that thoughtfully and authentically brought awareness to H&M offering their full collection in inclusive sizing in store and online.

The Strategy

H&M knew they wanted to collaborate with an ambassador who authentically supported their brand while advocating for inclusive sizing. They had a vision for collaborating with Roxy Earle and wanted a partner to help them execute on the storytelling and the execution.

Enter The Kit. Tapping into a “day in the life” of Roxy, The Kit creative directed and executed a shoot that captured the spirit of Roxy’s day – all through the lens of wearing, supporting and loving H&M. This program ran as custom content in The Kit paper, on thekit.ca, on thestar.com, amplified across the Torstar network through social and newsletter. This campaign provided a 360-degree content experience that reached a diverse audience base and maximized touchpoints with customers. Further, H&M and Roxy received rights for photography, extending the campaign further across their own networks.

The Results

With organic feeling content telling an authentic story of Roxy, this was one of The Kit’s most successful custom content programs of the year – crushing through all benchmarks:

• Content digital pageviews performed 172% above forecast across thekit.ca and thestar.com
• Time spent was 1.9x above average for both sites
• Social engagement was 3.8x above benchmark