H&M,
In 2024 and 2025, H&M needed to identify influencers in Chile, Peru, and Uruguay who could connect with women aged 18 to 44 and reinforce the brand's values of authenticity and the democratization of fashion and design. The challenge was to select profiles with an audience truly aligned to the category, beyond fame or reach.
Maggiore applied its proprietary Influencer Evaluation methodology for Instagram and TikTok. On Instagram, 128 profiles were analyzed in Chile, 104 in Peru, and 101 in Uruguay. They were assessed by country, classified by size and by influence, relevance, and credibility; audience quality, category affinity, real engagement, and content freshness were also reviewed to build objective criteria and a recommended list.
H&M received a prioritized selection of profiles by country and by objective (reach, engagement, and affinity), along with benchmarks to compare expected performance. This made it possible to plan activations with greater certainty, reduce the risk of investing in poorly qualified audiences, and speed up decision-making for regional campaigns.
