"H&M and YOU" is the saving grace for all new and expecting parents.
H&M has partnered with Australian parenting platform Kiindred to launch an online content hub, “H&M and YOU”.
Strategy and planning will be led by Zenith, allowing H&M to focus on forming a connection with new and expecting parents.
Zenith Sydney managing director, Jonny Cordony: “While it is a truism to say ‘it takes a village to raise a child’, parents are often met with information overload with every search, click or query. ‘H&M and YOU’ aims to provide a virtual village that responds to the various ways new and expecting parents seek connection and support.”
‘H&M and YOU’ will integrate a shoppable e-commerce hub via Kiindred, allowing customers to discover and purchase more sustainable baby clothes, while tuning into their favourite experts speaking on relevant topics.
H&M marketing manager, Lucia Garajova: “Through H&M’s partnership with Kiindred, we wanted to create a platform where parents can tap into a trusted source of expert knowledge, whilst presenting H&M as a brand that truly understands and supports their parenting journey.”
The creation of a co-branded online content hub is a brand first for H&M in Australia. The campaign will launch in early March, and run until August 2022.
