We combined rich influencer content with an interactive digital platform to create a fully integrated experience for consumers to discover the Tommy Hilfiger SS16 eyewear collection.
Tommy Hilfiger Eyewear/Safilo was looking for a way to stand out in the highly competitive global eyewear industry with the launch its SS16 eyewear collection.
Our solution was to build an online community with a selection of leading influencers at its roots. Their authority, reach and brand affinity would enable them to build hype and attract the target audience.
A multimedia initiative centred around inspiring content creation under #WishYouWereHere would initiate a trickle-down effect from these influencers to a wider audience. Generating earned media and ultimately developing an online community.
Influencers who were the perfect match for the brand replaced more traditional fashion models to share the Hilfiger Island story and engage the right audience. This was shared across their blogs and social channels with #WishYouWereHere.
They were at the centre of a fully mobile-responsive interactive platform, complete with content to be explored from a 180° perspective, e-commerce capabilities and a consumer activation.
To maximise its impact, the initiative was also shared on Tommy Hilfiger’s owned platforms and promoted at four in-store events across the globe at which consumers could take part in the activation, making this a 360°, fully integrated project.
The high engagement rate and number of impressions are a clear indicator that this approach to influencer marketing maximises the potential for engagement with content.
The final ROI also illustrates the effect of the extra earned media generated and how valuable this can be to an influencer marketing strategy.
- 27.4M campaign impressions (222% more than the campaign benchmark)
- 3.4% engagement rate (1-3% IMA benchmark)
- 367 earned posts, 5x number of agreed posts
- +422% ROI
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- Recognised by Awwwards