H&M spring 2014 campaign: Miranda Kerr

Fronting H&M's spring campaign this year is the beautiful Miranda Kerr.The high street retailer is never short of augmenting  its archive with star studded names, and its collaboration with Kerr follows progression, as she has taken over the reigns from Brazilian super model, Gisele. Celebrity collaborations with fashion icons have become H&M's trademark, enticing and appealing to its aspirational consumers: offering fashion worn by super stars, but at a price point available to everybody.

The ad sees Miranda being soaked by sprinklers as she steps outside to meet her friend in a waiting taxi. This leads to some pretty swift outfit changes, as she struggles to make her mind up what to wear. A familiar situation, which I keep finding myself in! Top of my wish list is the pretty, pink, pleated skirt, the off the shoulder blouse and lace up mega heels. Whilst her friend waits impatiently in the taxi, Miranda lounges about snapping up flirty selfies.. And all this to the disco sounds of Blondie! - What's not to love!?

H&M first created excitement for the campaign through social media, teasing fans by posting clues as to who the next celebrity ambassador for the brand could be. Fans were left guessing, but H&M soon ended the speculation by posting a a video of Kerr announcing she was the chosen one! With a buzz created for the campaign through Instagram and the selfie shots Kerr was taking in the advert, reminiscent of the social media hype, I feel that the advert could have included a hashtag feature to encourage customers to take selfies in items from the new collection. This would tie the overall campaign together, create a further buzz through viral social media platforms and of course, give customers the chance to reenact the scene emulating super model Kerr.

Using the Australian beauty in their spring campaign was a tactical move by H&M in preparation for the opening of its first Australian store in Melbourne this week.

Let me know what you think of the campaign and H&M's marketing activity in general.

Danielle x