︎
YIXIAO XU                           

(DATE)
SPRING 2024

(SERVICES)
MOTION GRAPHICS
CAMPAIGN CASE

(LOCATION)
STOCKHOLM, SWEDEN

(INFO)

Afound is a digital outlet part of H&M Group offering great deals on past and present collections from H&M, H&M HOME, ARKET, COS, Monki, Weekday, & Other Stories as well as from many other popular fashion and lifestyle brands for all. With this campaign we want to raise awareness for Afound and redefine how people think about off-price fashion.








The word OUTLET often comes with valid skepticism of whether a product is heavily reduced due to some fault.


 



I want to position AFOUND as an outlet where you can save money without having to compromise on quality or style – where you get the best of both worlds.






















Campaign content with both the upper marketing funnel (introduce)
and the mid marketing funnel (educate).







Broad targeting for Introduce:
  • Engaged socializers, spontaneous trend lovers, Practical fulfillers
  • Age 18-24 & 25-35

    Women (1st prio)
    Men and interior (2nd prio) Kids (3rd prio)

KPI:
  • View time
  • Engagement