AV created a year long always-on and bilingual content plan for the brand’s first ever owned WeChat account and drove engagement through contest promotions, and through fashion and beauty influencers in Toronto and Vancouver, representing the Mainland, Hong Kong and Taiwanese segments. We also hosted a launch event to promote H&M’s WeChat account, where the influencers invited their followers to attend the event. Other social media channels such as Weibo and WeChat were also used to attract new followers. The results were truly amazing as we not only achieved the impossible target of 100,000 WeChat followers during the first year, but we also got around 55,000 unique views on the content. The number of followers are still growing, and so is the reach of H&M among the Chinese audience.