H&M has teamed with The Debrief, Bauer Media’s multi-platform lifestyle brand for women, for a three-month deal which will see the fashion brand being promoted editorially.
Ulrika Miller, marketing manager of H&M, said: “We’re really excited to be working with The Debrief, targeting our 20 something audience with relevant and engaging content. H&M always aims to interact with our consumers in innovative and unique ways and this partnership perfectly enables us to continue that.”
Handled by UM London, the deal will see H&M products recommended in editorial copy, as well as being promoted on the website.
Natasha Lenton, digital account director at UM London, added: “H&M’s Divided audience is an exact match for The Debrief’s readership, whose editorial voice is just how H&M speaks to customers. This partnership has tied seamlessly into our current plans, with editorial content on what we know our audience loves, like the ‘selfie’ craze.”
The Debrief has a team of 11 young journalists in different time-zones.