H&M
The fashion brand drove incremental sales with an always-on Shopping campaign strategy.
Goal
H&M had built strong brand recognition with Millennials through their signature mix of on-trend fashion and accessible prices. The next challenge was Gen Z shoppers aged 18-24. H&M wanted to boost overall brand recognition with this audience, create brand advocates, and drive measurable sales growth.
Gen Z is already on Pinterest, and they aren’t just scrolling. For H&M Germany, that meant an opportunity to connect with young shoppers while they were in planning mode, actively searching for style inspiration in a space that turns inspiration into action.
Strategy
H&M built their strategy in stages. Awareness came first, followed by Consideration, testing whether Pinterest could reach their target Gen Z audience with creative showcasing their latest collections. The results proved Pinterest could do more than just reach young shoppers; it could engage them.
Shopping campaigns came next. The full-funnel approach gave H&M reach at every stage. Upper funnel campaigns introduced Gen Z to their collections, while Shopping ads captured those ready to purchase. The always-on approach meant they could reach Pinners continuously throughout their shopping journey, not just during seasonal pushes or promotional windows.
“
Pinterest gave us a practical way to reach Gen Z shoppers and see them follow through with purchases. In testing, our Shopping campaigns delivered incremental conversions beyond what we were already driving through the rest of our media mix, which made the case for an always-on approach. Heading into 2026, Pinterest will be an even more strategic partner for us—supporting both discovery and sales as part of our full-funnel plan.”
Ibrahim Patat
Global Paid Social Media Lead
Results
The test period results were clear enough to make a call. The data confirmed what early performance had suggested—Pinterest was driving incremental sales with their target audience. H&M made their full-funnel Pinterest strategy permanent, committing to continuous campaigns that would keep them connected to Gen Z shoppers year-round.
5.8%
increase in checkouts with 18-24 year olds¹
2.5%
topline checkouts lift1
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