The Search for Growth: How H&M Transformed Their Business By Going Digital Native

IPA Effectiveness Awards Case Study 2024

Fashion is the biggest global ecommerce category, but most fashion searches do not mention apparel brands. Since H&M appeared on page 1 of Google search results less often than its competitors, it was missing out on huge potential revenues. This case describes a long-term search optimisation strategy that overhauled H&M's website, introduced new working processes across the company, and used data to text AI to automate web page creation radically. Over five years and multiple markets, it is estimated the strategy generated £644m of incremental revenue and returned £16 profit for each £1 invested.

Click to purchase this case study >

Client Statement

Filip Unevik, Head of SEO, H&M

In the wake of the SEO team’s activities, H&M has embarked on a transformative journey to integrate the insights and experiences gained into the very fabric of our brand’s effectiveness culture.

The creation of cross-functional team constellations has been pivotal in ensuring that the SEO mindset is not confined to a single department but is a shared vision across marketing, tech, and data analysis. This holistic approach has fostered an environment ripe for collaborative problem-solving and innovative thinking, breaking down silos and encouraging a unified approach towards digital marketing effectiveness.

At the heart of our strategy lies a commitment to customer-centric innovation. The real-time data we gather from our SEO efforts informs our product development and customer experience strategies, allowing us to anticipate and meet the evolving needs of our market.

By weaving these practices into the tapestry of our brand, H&M is not merely adapting to the digital-first world; we are actively shaping it. Our dedication to this path is steadfast, and we look forward to the continued growth and success that these embedded insights will undoubtedly bring. This represents a significant shift in strategy and a thoughtful evolution in our mindset, aligning H&M with cutting-edge marketing practices.