#HMBalmaination Social Media Takeover!

Tania    November 9, 2015

Organisation Name : H&M

Industry: Clothing

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Balmain is a French haute couture fashion brand founded 1945. With the delicate elements and the cutting in the strong personality, the Balmain design always includes the cool vibes and embellishments and powerfully high-street looking.

the Balmain x H&M line launched in stores and online last week and was a frenzy! selling out in locations all over the world in minutes, drawn by a social media marketing campaign that had consumers practically frothing at the mouth by the time goods hit the shelves. I know because I was one of them!

Before the Balmain x H&M Collection launched in stores on 5 November, H&M was already leveraging the marketing campaigns with social media usual. Below is a few of the social media marketing angles they used!

How H&M Successfully Used Social Media to Market the Balmain Collaboration;


  • Balmain x H&M heavily used the celebrity effect to hype the brand and the social media frenzy. They used only famous models like Kendall Jenner ,Jourdan Dunn and Gigi Hadid. you can also find these models as well as the Designer Olivier Rousteing talking about the Balmain x H&M topic on their social media platforms to mention a few.


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  • H&M on instagram was giving sneak peaks of the collection before it came out! leaving the people wanting more and anxiously waiting for all the photos to be released!  The hashtag #HMBalmainNation created to promote the collection has over 80,000 Photos.

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  • They kept constantly using the same pictures and or wearing  key statement pieces in all media and ads. The reason for this is that they wanted you to remember about Balmain x H&M before they launch!

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  • The story is key! Here is  Olivier Rousteing talking about the design, the main theme and concept for the collection. A story is a really good way to convince people why it is worth the wait


The Launch event was streamed live on Periscope and had a surprise special guest performance by the Backstreet Boys!! Along with any A list celebrity in attendance, but what made it the most memorable was the live stream on social media for everybody to watch! “Walk the red carpet, follow us behind the scenes, sit front row during the fashion show and take part of the afterparty.”



The Launch was a success to say the least, people waiting outside in massive lineups for OVER 12 hours to get their hands on the iconic pieces. The website and app crashed almost immediately with an overwhelming amount of traffic and if you can find any piece from the collection online its on kijij or craigslist selling for at least 3X the original price! Personally I think if you can afford to pay that then you should just buy a piece from the actual Balmain Collection, but maybe its the hype and the excusivity having people paying insane prices for the items. The Jacket below was originally 650$ in store.

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H&M’s Wrapup!

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Lesson Learned

Its all about the Hype, the story, the consistency, the celebrity backup and the anticipation! H&M hit it out of the park on this one and because of this it was the most successful H&M collaboration to date.

To contact the author of this entry please me email at : taniamotuzas@me.com

If you have any concerns as to the accuracy of anything posted on this site please send your concerns to Peter Carr, Programme Director, Social Media for Business Performance.