We immersed H&M kids in youth pop culture to inspire their back to school campaign

OBJECTIVES

• Explore current and emerging Gen Alpha trends 

•  Boost H&M Kids’ relevance with Alpha kids whilst maintaining parent love in their back to school campaign

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SOLUTION

• The proprietary Beano Brain Trends Framework which synthesises macro trends and our existing Gen Alpha expertise to identify what is declining / peak /emerging

• Bespoke qual exploration of trends via our US Beano Brain Trendspotters

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RESULTS

• Recommendations on 12 distinct trend areas to pursue, and clear direction on how these could be expressed within the campaign itself