Official Instagram Case: Weekday & s360
Weekday wanted to increase brand consideration in a selection of markets. s360 has led the process with Weekdays Paid Social team & Meta, including strategy, creative sessions & execution on social media.
Founded in 2002, Weekday is a Swedish fashion brand influenced by youth culture and street style. Weekday ships to 97 markets and has stores in 16 countries, offering women’s and men’s clothing and a small selection of brands. Weekday is a part of the H&M Group.
Weekday aimed to increase brand consideration in countries where it is not necessarily a leading or top three choice. This aim was particularly Germany, The Netherlands & UK. Paid Social was one of the answers to this.
Weekday worked with s360 and Meta Creative Shop to produce a brief for video ads, which we then handed to creators. Weekday then worked with a diverse set of creators from its community to make the reels more relevant and relatable for its young female audience.
s360 added a four-week broad brand awareness campaign to the existing consideration and conversion campaign. s360 optimized the consideration and conversion campaigns for different conversion events (view content and purchase) to encourage sales and reach existing, likely, and new customers.
The results were measured by a brand lift study that revealed a 2.3-point lift in consideration. 3.9-point lift in brand awareness and 74% lower cost per person considering Weekday as one of their top three brands when shopping for clothes in export markets of UK, Germany, Netherlands, compared to the previous study. Read the official case on Instagram.
Kavjan Hagi, Managing Director s360 Sweden
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