H&M x Balmain harnessed the power of live social platforms and content, giving its massive, global following a personal, one-on-one access to its runway show and launch event in New York.
As the most "social" of all the luxury brands, Balmain has generated an enviable mass appeal. For its collaboration with H&M, MI&C’s live content strategy for Balmain took a more personal approach to treat each viewer like a VIP attendee. There was close-up, selfie-like camera work. The high quality, premium content—produced in under 12 hours from the show—was effectively deployed with multi-platform distribution tactics. The program was featured in highly covetable editorial pages of Twitter “Moments” and Snapchat “Stories”, and reached a highly engaged 35 million people worldwide.