The yodeling boy became an absolute viral superhit. Dressed in a white shirt, red bow tie and cowboy boots, his outfit was unmistakable. And luckily, H&M sells the full outfit at an affordable price.

As a celebration to the yodeling boy and his iconic outfit, we shot images of H&M items similar to his style. Together with the headline “Yodeling Essentials”, the post hints how you easily could dress like the yodeling superstar in a few steps. And by making it into the fashionable cousin to the ever-returning internet favourite “starter packs”, we made sure people would engage.

We saw an opportunity to add a twist to the viral sensation, and to combine it with an already existing internet trend in order to create a vast amount of engagement. Letting people know that H&M could help you keep up with the latest trends, to an affordable price.

Naturally, a reactive campaign relies on responding to short-lived viral trends while the hype is still alive. The buzz online must still be ongoing as the response is launched – if not, we would break the #1 rule of social media: don’t be the last one to get it.

That’s why our process was extraordinarily efficient. In this case, we went from production to delivery - all within two days, launching it at the peak of yodeling kid’s popularity.

The carousel format allowed us to emphasize the different items being sold. And the post was produced partly as a moving image, with the boot tapping, as a strategic (and creative) move to create as much reach as possible in the social feeds.

Furthermore, the audience is already familiar with the starter pack format, and by using Instagram and Facebook as the main platforms, it was likely to create engagement.

Organic reach of over 50 million

Top commented post by H&M, +807% more than average

300+ likes per minute when posted

92% positive sentiment

Distribution method: Organically through social media, no PR, no bought media

Almost twice the engagement compared to a H&M design collab announcement

Media budget: 0