Clothing company, H&M has partnered with Australian parenting platform, Kiindred to launch a new online content hub, “H&M and YOU”.
With strategy and planning led by Zenith, the partnership sees H&M focus on creating a deeper connection with new and expecting parents through expert-led content created by influencers in the local parenting space.
Zenith Sydney managing director, Jonny Cordony, said 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 many ways new and expecting parents seek connection and support.
“By harnessing the credibility of the Kiindred platform, being able to hyper-target users by their child’s exact age and needs, and leveraging data gained through online engagement, the content hub aims to embed H&M as a relevant, relatable source for parenting support and supplies – ultimately converting parents into long-term customers while building a trusted relationship with the brand”, Cordony said.
“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. It will also include practical, authentic product reviews from real parents.
H&M marketing manager, Lucia Garajova, said, “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.
“Data-lead targeting and amplification along with the Kiindred team’s expertise in creating relevant, engaging and easy-to-digest content will help us to foster an authentic and meaningful relationship with our new and existing customers.”
Kiindred founder, Emmy Samtani, added, “We know that the first year of parenthood is one wild ride. Information overload is very real, and today’s parents need information that is both practical and timely. At Kiindred, we believe that this is the recipe for navigating parenthood with confidence.
“We’re thrilled to partner with H&M and Zenith in bringing to life the “H&M and YOU” hub to support families. After all, this is what community is truly about”.
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.
