Who says you have to get away from it all, to get away from it all? In spring 2016, Tommy Hilfiger Denim brought a lighthearted “island state of mind” to the built environment of the city. The campaign featured both models and influencers turning dumpsters into hot-tubs, parking spaces into mini-parks, and public fountains into pools.
For the first time, Hilfiger Denim worked with social media influencers as the main campaign models. They agreed to post across their channels, raising awareness of #HilfigerDenim. We focused on creating content that our audience and the influencers’ followers would be more likely to engage with – making it fun, moving and tailored to Social Media feeds and mobile screens. Our main campaign images were energetic, positive, authentic. We created fun video episodes of our cast sporting an Island State of Mind. Due to big variety of content, all posts were unique and tailored to each platform and influencer. One week after the Campaign launch we had 11K mentions of #HilfigerDenim and 67 million impressions. Engagement around #HilfigerDenim on Instagram skyrocketed and with that, impressions grew accordingly.