H&M has selected the socially-led creative agency We Are Social to develop its content creator strategy and engagement initiatives throughout Asia. 

The partnership aims to strengthen the global fashion brand’s regional presence through influencer marketing.

As Branding in Asia reports, We Are Social’s Singapore-based regional hub will manage the account, working with local teams to implement market-specific strategies. The agency’s responsibilities include developing a comprehensive regional content creator strategy, conducting local market research, and managing influencer partnerships from start to finish.

“We have a passion for engaging with our community of fashion aspirers, and we know that content creators are a key source of inspiration for them,” Elin Sandberg, Head of Marketing for H&M East Asia, said in a statement. “As H&M continues to elevate our brand experience across East Asia, we are happy to partner up with We Are Social to help us engage and connect with the content creators our customers love.”

Nai Yen Wang, Managing Director of We Are Social Singapore, highlighted the importance of the partnership in the region: “Asia is home to some of the most active consumers of social media content, making it critical for brands in this region to have a robust influencer strategy in place as part of their marketing mix.”

According to Cognitive Market Research, the influencer marketing platform market in the Asia-Pacific was valued at around $3.18 billion in 2024, accounting for approximately 23% of the global market share. This market is anticipated to grow at a compound annual growth rate of 40.0% from 2024 to 2031.

Agency Expansion Continues

The H&M partnership adds to We Are Social’s growing portfolio in Asia, where it already works with major brands, including Samsung Mobile, HBO, UOB, and Ferrari. 

The agency employs over 1,200 professionals across four continents—Europe, North America, Asia, and Australia—and operates as part of Plus Company, a creative agency network established in 2021.

We Are Social recently appointed Toby Southgate as its global group CEO, replacing co-founder Nathan McDonald.