NRF NXT 2019 July 24, 2019 Mario Moreno, Head of Marketing, H&M USA

1. Mario Moreno, Head of Marketing
H&M USA
Wednesday, July 24
SESSION:
Ambassadors and authentic
influencer marketing

2. General Information
What is an
influencer, really?

3. General Information
Influencer:
a person with the ability to influence potential
buyers of a product or service by promoting or
recommending the items on social media
Source: Dictionary.com

4. General Information
63% of businesses plan to increase
their influencer marketing spend next year.
Source:
InfluencerMarketingHub.com
47% of marketers plan to spend at
least 20% of their marketing budget on
influencer marketing.

5. General Information
Are you getting the most ROI
out of your influencers or is it
a “one and done” approach?

6. General Information
*cue: AMBASSADORS*
A brand ambassador is defined as a social media
user who consistently promotes a brand’s image,
products, or services and embodies the values and
missions of a brand while boosting awareness.

7. General Information
THE
LEAGUE

8. General Information
RECIPE FOR THE LEAGUE:
 4 – 6 MONTH PLANNING PROCESS
 DIVERSITY & INCLUSIVITY IN MIND
 YEAR LONG CONTRACT
 QUARTERLY PAYMENTS / CHECK-INS
 MONTHLY SOCIAL DELIVERABLES
 PERFORMANCE TRACKING

9. General Information
AMBASSADORS
DO MORE. PERIOD.

10. General Information
THE RESULTS
Palm Springs Event
Contracted Posts: 68
Posts delivered: 554
Total Reach: 2.6 Million
Total Engagements: 1.5 Million
Traffic/Revenue: More traffic and revenue
generated on social media this period
than Black Friday period (Google Analytics)
“Being a part of the H&M League has
been a fundamental element of my
success this year. My engagement is
better than ever and because of this
exposure I’ve gained strong exposure
to new audiences and followers. My
H&M content is now some of top
content!”
- @officiallyquigley (208k followers)

11. General Information
AUDIENCE TAKEAWAYS
1. DO IT IN-HOUSE
2. FIND THE RIGHT PEOPLE TO REPRESENT YOUR BRAND
3. HAVE A PERSONALIZED PLAN ON HOW TO ACTIVATE
4. BUILD RELATIONSHIPS
5. CREATE TIERED GOALS AND TRACK ACCORDINGLY
6. EXPECT BETTER INFLUENCER ROI

12. General Information
THANK YOU.