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.