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Millennial Opps: H&M features Jane Fonda in new campaign (Score 14)

debuted a line of activewear and a supporting campaign that stars Jane Fonda. The campaign promotes the idea that working out can be fun, not a chore. Sellers should get in touch sooner rather than later to secure last-minute ad dollars.

So far this year, iSpot reports H&M has spent approximately $6.3m on national TV commercials, up 37% from the approximately $4.6m spent within the same 2021 timeframe. The retailer spent around $8.6m on this channel last year, up 62% from when it spent around $5.3m in 2020. H&M's 2022 commercials have targeted millennials watching shows such as Friends, The Office, 90 Day Fiancé, Ridiculousness and Young Sheldon.

According to Pathmatics, the company has allocated roughly $36.9m toward digital ads YTD, 10% more than the roughly $33.4m allocated by this point last year. H&M's estimated full-year 2021 spend reached $68m, 76% more than that of $38.7m in 2020. Since the beginning of 2022, the company has earned ~3.5b digital impressions via desktop video (45%), Instagram (30%), Facebook (17%), Twitter (3%), desktop display (3%) and mobile display (1%) ads. 98% of this year's desktop video ads have been placed site direct onto YouTube.

The fact that H&M is working with Jane Fonda leads me to believe it's targeting millennials; Grace & Frankie has made the actress more popular among this demographic. The company has also worked with other influencers such as Pete Davidson (more here), who is also popular among millennials. Per Kantar data, H&M additionally utilizes OOH and local broadcast.

Agency & martech readers - We have not heard of any additional agency reviews following the company's retaining of media AOR B-Reel has handled H&M's latest campaigns.