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All success stories>H&M Indonesia

H&M Indonesia boosts order value +100% while scaling 950K qualified visits during promotional periods

>19M
unique users reached
950K
qualified visits obtained
100%
uplift in order value

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Challenge

Scaling high-quality traffic during peak promotional period

As one of the leading fashion retailers in Southeast Asia, H&M Indonesia needed to maximize performance during key promotional periods. The brand aimed to drive the highest possible number of transactions, not only from existing users and loyal members but also from new website visitors, while maintaining high quality traffic.

To achieve this, H&M Indonesia required a strategy that could reach users at scale while staying focused on high-intent audiences, turning promotional demand into qualified visits and conversions.

Solution

Activating multi-layered targeting to capture high-intent shoppers

Criteo implemented a multi-layered targeting strategy designed to capture high-intent users across every stage of the shopping journey. The approach combined multiple audience signals, including lookalike, in-market, geolocation, and behavioral cohorts, alongside relevant contextual topic targeting and custom audience segmentation such as cart abandoners and CRM-based audiences.

This targeting framework was paired with dynamic, customized product displays powered by DCO+, allowing H&M Indonesia to serve AI-driven product recommendations tailored to each user. The result was a highly flexible, data-driven setup that enabled the brand to continuously test and refine audience engagement strategies while optimizing ad formats for quality traffic and conversion efficiency.

Results

Driving scale, engagement, and higher-value conversions

The strategy delivered strong results during promotion periods, driving both scale and performance. H&M Indonesia reached more than 19 million unique users, generating 950,000 qualified visits to the official website.

At the same time, the campaign delivered a 100% uplift in order value, demonstrating that the traffic generated was not only larger in volume, but also higher in quality and purchase intent.

With proven impact on both engagement and conversion outcomes, H&M Indonesia is now planning to increase budgets on a monthly basis, with a particular focus on scaling investment during peak promotional seasons.

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