TOMMY HILFIGER TWITTER STRATEGY
Tommy hilfiger is one of the largest and global fashion company.Thomas Jacob “Tommy” Hilfiger (born March 24, 1951) is an American fashion designer best known for founding the lifestyle brand Tommy Hilfiger Corporation in 1985.thus like every other company this company too face marketing challenges and they also adopt got marketing strategy to beat the competition.just like other big brands ( PETER ENGLAND, BATA , BURBERRY ) performing digital strategy .
Tommy Hilfiger wanted to extend the reach of its inclusive brand DNA at NYFW. by using 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.
Tommy Hilfiger decided to go with twitter platform and thus 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.
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.