How do you launch not just a campaign, but an entirely new Weekday? That was the challenge when H&M set out to merge three iconic brands—Weekday, Monki, and Cheap Monday—into one.
Rather than risk losing their distinct subcultural voices, the strategy was to let creators lead. Each brand’s DNA—Weekday’s street-edge, Monki’s playful energy, Cheap Monday’s experimental grit—was expressed through TikTok and Instagram by a diverse creator network whose audiences already lived these styles.
The creative approach was built as a full-funnel system—designed not just to launch the new Weekday, but to scale it over time.
The result: 142M impressions, 1.4M engagements, 24K purchases, and 9.17x TikTok ROAS. More importantly, the new Weekday launched not as a brand broadcast, but as a co-created cultural movement powered by the people who shape style every day.
Goals
Weekday wasn’t just launching a campaign—it was creating a new brand identity by merging three fashion labels with loyal subcultures into a single New Weekday. The primary goal was to unify these brands without diluting what made each culturally relevant.
Specific objectives included:
Strategy
The Three-Path Framework
Tactics
Creator Selection: 50+ creators chosen for authenticity, aesthetic alignment, and cultural fit—not just reach. Creators represented nine subcultural territories, including street/subversive, minimalist, gender-fluid, playful, and experimental.
Content Assignment: Each creator was mapped to the content path that matched their natural voice, ensuring credibility while maximizing performance.
Paid Amplification: TikTok optimized for attention and efficiency; Meta supported retargeting and conversion. Paid media compounded results across activations rather than acting as one-off boosts.
Execution
Across the full year, the framework scaled across 10 distinct brand moments, each with its own creative theme, creator mix, and optimization strategy.
Creators were empowered to interpret the new Weekday through their own lens—via street-style edits, GRWM outfit builds, and step-by-step styling tutorials. Content rolled out across TikTok and Instagram, with paid media layered in to extend reach, retarget engaged viewers, and drive lower-funnel action.
In total, 90+ creators were activated for authentic alignment with all three brands and nine subcultural territories. Entertainment content built reach, routines deepened engagement, and education consistently drove purchase behavior.
The creative framework was designed as a full-funnel system:
Entertainment-first content to spark awareness and cultural buzz.
Routine and GRWM storytelling to make style feel relatable and repeatable.
Educational styling hacks to drive consideration and, ultimately, purchases.
The result? 142M impressions, 1.4M engagements, and 24k+ purchases. More importantly, the new Weekday launched not as a brand broadcast, but as a co-created cultural movement powered by the people who shape style every day.
Full-Year Results
- 142M total impressions
- 1.4M total engagements
- 24K purchases
- 9.17x TikTok ROAS
Performance strengthened over time as creative learnings were applied across activations—demonstrating the compounding power of the framework.
Success Beyond Metrics
Brand Relaunch Success: The campaign proved that brand consolidation doesn’t require compromise. Three distinct subcultural worlds were preserved—and amplified—within a single creator-led ecosystem.
Strategic Innovation: The three-path framework evolved from a client solution into repeatable agency-wide IP, giving teams shared language, clearer briefing structure, and a scalable system for creator content that performs both culturally and commercially.
