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TOMMY HILFIGER

Tommy Hilfiger is one of the world’s leading designer lifestyle brands, internationally recognized for celebrating the essence of classic American style with modern preppy designs. Founded in 1985, Tommy Hilfiger delivers premium styling, quality and value to consumers worldwide under the Tommy Hilfiger and Hilfiger Denim brands, with a breadth of collections including Hilfiger Collection, Tommy Hilfiger Tailored, men’s, women’s and kids’ sportswear, denim, accessories, and footwear. Visit Tommy Hilfiger here.

What we do

We act as PR consultants and showroom coordinators for the Swedish market, including larger digital activations and event launches.

TOMMY HILFIGER

CALIROOTS X THE LINE UP

About Tommy Hilfiger

Tommy Hilfiger is one of the world’s leading designer lifestyle brands, internationally recognized for celebrating the essence of classic American style with modern preppy designs.

Background

Caliroots and Tommy Hilfiger asked us to help drive sales of the capsule collection Tommy Jeans. We were invited to do this through a digital sales activation that would generate traffic to Caliroots e-commerce site where the collection was exclusively sold.

Insight

Studies show that 25% of Swedes shop online at least once a week. One thing that’s proven to help drive sales is creating genuine influencer collaborations to push new products on the market. Could we somehow make online shopping even more accessible by working together with the right profiles for the Tommy Jeans launch in Sweden?

What we did

We collaborated with YouTube influencers ‘The Line Up’, who would target not only the right target group for the collection, but also have a strong following across Europe. They styled their own lookbook with pieces from the capsule collection and pushed the content on their YouTube channel and Instagram accounts, with easily accessible ad links that went straight to the products sold on Caliroots website. Their content was also pushed on the website and social media channels of Caliroots as a campaign feature, which drove even more views to the lookbook video.

Results

The lookbook received 97 000 views on YouTube and in four days the sell through had reached over 38% with several pieces having entirely sold out. Caliroots were pleased with the initial result and placed a re-order. Tommy Hilfiger highlighted the lookbook images on their global Instagram account. 

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TOMMY HILFIGER

TOMMY X GIGI FW16

 

About Tommy Hilfiger

Tommy Hilfiger is one of the world’s leading designer lifestyle brands, internationally recognized for celebrating the essence of classic American style with modern preppy designs.

Background

The first collaboration between Tommy Hilfiger and supermodel Gigi Hadid launched in September 2016, entitled TOMMYXGIGI. Our mission was to help create awareness around the collection through a digital activation.

Insight

Our aim was to reach millennials who find most of their inspiration through social media. The main purpose of the activation was to create awareness around the TOMMYXGIGI collaboration. Could we make it easier for millennials to access the new collection and at the same time push for instant purchase?

What we did

We arranged a photo shoot with influencers Victoria Törnegren and Lisa Olsson with photographer Fabian Wester in the nautical environment of the Swedish archipelago. The photo shoot was inspired by the existing TOMMYXGIGI lookbook, but with a Nordic twist. The outcome was used in the influencers blogs and across their social media channels. Additional, moodboards with ad links of their favourite pieces were also incorporated into the posts.

Results

Media picked up the fashion story and the outcome resulted in a total reach of 8 652 900. Tommy Hilfiger received a ROI of 884.6% and the case was appointed as best practice internally.