H&M X Totally – Creator Marketing for a New Fashion Generation

From Global to Local – How H&M is Connecting with the Next Generation in DACH

H&M is one of the most influential fashion brands in the world. Since July 2024, Totally has been leading H&M’s creator marketing efforts across Germany, France, and Switzerland, supporting the brand’s strategic expansion into these culturally diverse markets.

Curated Creator Campaigns – Built for Culture, Not Just Reach

What sets us apart is our ability to go beyond numbers. We don’t just work with creators — we curate them. Each campaign is built on a combination of data-driven insights (demographics, engagement, conversion potential) and deep cultural understanding: how a creator lives, what they stand for, and how their personal style aligns with H&M’s collections.

We match talent to brand in a way that feels organic and intentional — because we know that real influence isn’t just about reach, it’s about relevance.

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Our mission: to identify, engage, and activate the right talents to make H&M more relevant, aspirational, and emotionally resonant for a new generation of fashion-forward consumers.

Average CPM

€20

Campaigns

15

Creators activated

265

End-to-End Management – Everything Under One Roof

As H&M’s lead agency for creator marketing in the DACH region, Totally manages the full process:

Strategic talent sourcing & curation
Contracting & budget management
Briefing & creative coordination
Content quality control
Live monitoring & in-depth reporting

Thanks to our close relationships with creators and agile campaign workflows, we ensure every activation delivers — in both creative quality and performance.

Fashion as a Community Experience

What makes this partnership so impactful is the cultural credibility it creates. The creators we activate aren’t just influencers — they’re stylists, storytellers, and community leaders.

By tapping into these authentic voices, we help H&M build long-term cultural relevance, not just short-term buzz.

totally knows how to identify the right people, at the right time, for the right brand — creating campaigns that don’t just perform, but connect.

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Creator marketing is no longer just a media channel — it’s where brand and culture meet. That’s exactly where we take H&M.

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