H & M

H & M Hennes & Mauritz AB, commonly known as H & M, is a Swedish clothing company that also owns the brands Cheap Monday, COS, Monki, Weekday & Other Stories and Arket, and has over 4,000 stores worldwide. Since 2011 it produces the Conscious line, a H & M collection produced exclusively with natural and sustainable materials, and with 100% environmentally friendly processes.

N. of trees planted 15.539
Beneficiary farmers 914
Forestry project Kenya, Senegal, Malawi

Brief

H & M wanted to engage its European retail employees in an active way and to inform them of the brand's environmental commitment.

Concept

In order to engage H & M's 15,000 European employees actively over time, each of them was given a Treebox, a customizable gift box set. The H & M Treebox contained, first of all, information on the CONSCIOUS sustainability campaign that the company wanted to communicate to all its employees. Together with the information material, there was a gift code to plant a new tree in the H & M Forest and a tree-shaped cardboard papercraft, to be assembled and decorated. The last gift was combined with a competition that consisted of inviting all employees to assemble and decorate the papercraft, photograph it and share the photo on a site created specifically by Treedom. On the site employees could upload their photos, but also comment and vote on those of their colleagues. Those whose photos got the most votes won a trip to visit their own tree in the H & M forest.

Created by Treedom

Competition

Management of the competition and of the winners' trip

CONTACT US NOW

Web development

Development of the Treebox microsite for H & M where users uploaded and voted the photos of the mounted Treeboxes.

CONTACT US NOW

Communication

Development of the concept, the assets and the communication strategy for the initiative.

CONTACT US NOW

Media plan

false

CONTACT US NOW

Eco gadget

Creative and design development of the Treebox

CONTACT US NOW

Emissions estimate

false

CONTACT US NOW

Carbon footprint

false

CONTACT US NOW

Copy/Storytelling

false

CONTACT US NOW

Photo/Video

Filming on site during the prize trip of the competition winners.

CONTACT US NOW

Chiara Russo
CSR H & M

Many employees told me that they are proud to be part of the H & M family, thanks also to the trees we gave them for Christmas.

Output of the initiative

8.000 Users who took part in the competition
24.000 Shares on social media
35.000 Votes for photos shared on social media

Discover our services and make inquiries without obligation.

CONTACT US NOW