Digital Campaign Case
Successful brands view their audience as members, not just customers, recognizing their increasing value over time. The collaboration between Tommy Hilfiger and Gigi Hadid became an opportunity to enhance membership through the concept of co-creation – between the brand, it's ambassador and it's members.
Conversational Engagement
Tommy Hilfiger's Spring/Summer '16 woman's collection included a capsule collection co-created with Gigi Hadid. Leveraging her status as a social supermodel, we created a messenger inspired experience. Gigi did chat about her collaboration, shared exclusive behind the scene materials and helped visitors to find their favourite pieces by a fun Tinder-like swipe mechanism before leading to personalised purchase.
TOMMY X GIGI X YOU
After ignition through Gigi fan clubs, influencers and media partnerships we focused engagement on a mobile first online hub. The audience was asked to vote for different takes on selected pieces which were co-created and presented by different influencers.
From Co-Creation to Online Store
Gigi's capsule collection sold out within a few hours through our online store. Later, all pieces co-created with influencers and voted on by the users became a big sales success as well.
Continuing from there, we maintained our long-term relationship with Tommy Hilfiger by supporting fashion shows and influencer events with digital activities.
Year:
Client:
Agency:
2016 - 2017
Tommy Hilfiger
AKQA (Amsterdam)
Responsibilities:
- Agency’s Creative Lead
- Co-Creation & Presentation
