Philippines Advertiser of the Month: H&M

H&M has registered the biggest increase in advertising awareness in the Philippines for the month of March 2022 of all the brands we track in the market. Data from YouGov BrandIndex, which tracks consumer perceptions toward brands on a daily basis worldwide, shows that Ad Awareness of the Swedish fashion brand saw an uplift of 5.7 percentage points over the four-week period.

H&M Philippines had launched its Tropic Essentials 2022 line in March, which includes a variety of summer season women’s wear, from pastel swimwear to floral frocks. Fronting the clothing retailer’s campaign are three Filipino brand ambassadors: model and TV personality Catriona Gray, actress and singer Kim Chu, plus vlogger and influencer Rei Germar.

Gray, who was crowned Miss Universe 2018, kicked off the first summer collection titled “Passion that Blooms”, by sharing a video on social media of her modelling a range of bright floral swimwear and see-through, floor-length dresses.

According to data from YouGov BrandIndex, H&M’s Ad Awareness score rose from 36.8 on 28 February to 42.5 by 24 March. Ad Awareness is a BrandIndex metric that measures the percentage of people who have seen adverts from a particular brand in the previous two weeks.

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Methodology: YouGov BrandIndex collects data on thousands of brands every day. A brand’s Ad Awareness score is based on the question: “Which of the following consumer brands have you seen an advertisement for in the past two weeks?” (% Yes). Data from direct surveys of adults aged 18 years and above residing in the Philippines from 28 February to 24 March 2022. Learn more about BrandIndex.