Top Ads on H&M

H&M Background Introduction:

Η #HMMOSCHINO συλλογή θα είναι διάθεσιμη σε επιλεγμένα καταστήματα της H&M και online στις 8 Νοεμβρίου 2018.

Facebook is the overlord of social media, and its monthly active users have exceeded 2 billion. In addition, Facebook’s advertising system is developed, whether it is B2B or B2C advertisers, both can get huge benefits on Facebook.

H&M has been advertising and marketing on Facebook for many years. And H&M has placed 6258 of ads on the Facebook platform in the last month. In the past few years,H&M has created thousands of ads on Facebook and completed multiple A / B tests. But do you really know what your most successful Facebook ads are? Now I use a spy tool to check.

BigSpy is the best social media ad spy tool. Searching for H&M on BigSpy, we can see that these ads have gained a lot of likes. Now, BigSpy generates a detailed Top ad analysis report for H&M. BigSpy decomposes the data of ads, view the performance of a single ad, and analyzes the Top 3 ads with the best performance from H&M.


1.H&M Top 3 Ads Basic Understanding

   top1  top2  top3
Name  H&M  H&M  H&M
Page Categories  Clothing (Brand)  Clothing (Brand)  Clothing (Brand)
Marketing Objectives Other  Other  Other
ECommerce Softwares  N/A  N/A  N/A

H&M Marketing Objectives Analysis: 

H&M has been operating in Clothing (Brand) for many years. The marketing objectives it uses most when placing Facebook ads are Other, Other, and Other.

Different campaign objectives bring completely different conversion effects. For example, Page Post Engagement can bring more users who like posts at a lower cost. Website Conversion brings accurate customers with conversions, but the ad costs are relatively high. H&M best marketing campaign objective at present is Other. Advertisements mainly choose the appropriate marketing objectives according to different ad purposes.

2.H&M Top 3 Ads Content Display

We all know that Facebook ’s advertising policy is strict, and every ad that goes online needs to be reviewed. What kind of advertising copy is in compliance? What kind of advertising copy is welcomed by users?

  top1 top2 top3
Ad Headline  H&M  Mozaik Desenli Keten Elbise Salget starter nå 
Ad Copy Text  Cumpără cele mai populare tendințe din această săptămână la prețuri imbatabile în magazine...  Bu şık ürünlerle stilinizi yenileyin.  Klar, ferdig, gå – salget er i gang! Finn stilsikre plagg og klassiske motefavoritter til enda be...
Link Description  N/A  N/A  I butikk og online
Website Link
Text Word Count 112  41  130
Like 177  0  1178

H&M Top 1 Ad Content Analysis:

Ad title: Text is an extension of the creative. H&M Top 1 ads got 177 likes. H&M uses a sentence with the finishing touch title: “H&M”, point out the main purpose, and sublimate the theme of the advertisement. The power of a sentence is endless.

The text is a supplement to the headline. H&M shared 112 words describing Top 1 ad. In addition, the use of emojis in the text can shorten the distance to the user.

Call-to-Action can promote user’s click behavior and bring the most direct conversion. Currently, the CTA of Top 1 ad is SHOP_NOW.

The main role of the creative is to attract users, and the ad copy is the key factor for conversion. H&M should continue to optimize the ad content.

3.H&M Top 3 Ads Creative Selection

   top1  top2  top3
Creative Type   Carousel  Carousel  Image
Ad Time   2019-05-12-2020-06-20  2020-02-07-2020-06-20  2020-06-03-2020-06-20
Landing Page Link

The principle of less is more appropriate for the selection of creatives. In just a few seconds to attract users’ attention, and let users understand the function of your product, these ads produced by H&M are successful.

H&M Creative Analysis: 

H&M placed a Carousel ad in 2019-05-12-2020-06-20, and got 177 likes. The size and type of creatives used in different ad positions are different. But using beautiful colors can attract users faster.

4.H&M Top 3 Ads Audience Analysis:

   top1  top2  top3
Country  Romania,Spain,Germany...  Turkey,Hungary  Norway
Language  Vietnamese  German  Norwegian

Different audiences have different demands. Before publishing an ad, you have to ask yourself, do you really know who is your target audience?

Today’s advertising is increasingly pursuing personalization. If you can’t make exquisite advertisements, you must know your audience and attract the most accurate traffic.

H&M has the best conversion in Romania,Spain,Germany..., and can advertise more in Romania,Spain,Germany... in the future.

In addition, BigSpy can also target the detailed audience of advertisements, including the age distribution, gender ratio, and country of the audience. You can also use BigSpy to track competitors’ audiences.

5.H&M Top 3 Ads Performance Display

   top1  top2  top3
Ad Time  2019-05-12-2020-06-20  2020-02-07-2020-06-20  2020-06-03-2020-06-20
During  406 days  135 days 18 days 
Like  177  0  1178
Share  1356  67  66
Comment  0  0  41

Advertising effectiveness is a direct manifestation of advertising. H&M ‘s Top 1 ad received 177 likes, 1356 shares, 0 comments in just 406 days.

Summary: Every detail of the advertisement is important. Actually, several important factors that affect the effectiveness of ads are ad creativity, ad copy, ad audience, and ad costs. Now BigSpy generates a top ads report for H&M, helping H&M to grasp the ad data more clearly.