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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.