To make its brand accessible to a wider audience at New York Fashion Week (#NYFW) Tommy Hilfiger used Twitter to enable everyone to view the Spring / Summer 2015 runway show through a new lens. The innovative social media campaign made the show more accessible and increased engagement with a wider audience.
We’ve saved a front row seat for you at #NYFW. Click below to watch the #TommySpring15 show LIVE!
http://t.co/AYxcnxwzPt
— Tommy Hilfiger (@TommyHilfiger) September 8, 2014Case study summary
• The Twitter campaign generated 460 million organic impressions
• Tommy Hilfiger gained an average of 4,000 new followers each day during the campaign
• The campaign strategy was based around creating shareable content and using video, celebrity and smart targeting to ensure fans worldwide were able to engage with the brand.
Challenge
Tommy Hilfiger wanted to extend the reach of its inclusive brand DNA at NYFW. Social media platforms such as Twitter are a great way for a brand to engage directly with fans. Runway shows have traditionally been exclusive events but Tommy Hilfiger decided to join the growing list of brands including Burberry, Topshop and Alexander McQueen using social media to make their shows accessible to a wider audience.
Solution
Before the #NYFW Spring / Summer 2015 show, Tommy Hilfiger ran a social media campaign to extend its Twitter audience. On the day of the show the brand published specially curated content including behind the scenes exclusives and celebrity content to make the show accessible to influencers (e.g. bloggers) and consumers worldwide.
As soon as the show started fans were also given the opportunity to take a front row seat as the brand Tweeted an embedded live streaming video. Even after the event Tommy Hilfiger continued to Tweet videos and content ensuring that fans were able to recap on the show and share the #NYFW experience.
The Twitter campaign strategy was based around using video, celebrity endorsement and smart targeting to ensure that the content created was sharable and appealed to the target audience.
Video is a powerful tool for fashion brands and Tommy Hilfiger used Twitters 360 degrees Vine booth to create six second videos of models wearing the collection before the runway.
Backstage at the #TommySpring15 Runway show #NYFW @KendallJenner https://t.co/c1OxV39ZBR
— Tommy Hilfiger (@TommyHilfiger) September 8, 2014Tommy Hilfiger also Tweeted exclusive images and content to models and influencers (e.g. @KendallJenner) as this targeted the followers of these influencers who are highly interested and engaged audiences. The brand used smart targeting with hashtags e.g. #NYFW and geo-targeting to ensure content was seen by the right press, influencers, and consumers in its key markets.
Results
The results of the social media campaign were phenomenal, generating 460 million organic impressions and 50 million paid impressions worldwide. On show day there were two organic Twitter trends in New York and consumer engagement rate reached 24%. Over the course of the campaign @TommyHilgiger Twitter account grew by an average of 4,000 new followers each day – its highest daily rate.
