Tommy Hilfiger's Holiday campaign gained 3.2M product detail page views – here's how!
Tommy Hilfiger's Holiday campaign gained 3.2M product detail page views – here's how!
Together with Zalando Marketing Services (ZMS), Tommy Hilfiger pulled off an amazing 360° Holiday season campaign to increase brand consideration.
Together with Zalando Marketing Services (ZMS), Tommy Hilfiger pulled off an amazing 360° Holiday season campaign to increase brand consideration.
Key figures
59m
Impressions
3.2m
PDP Views
8.3
Return-On-Ad-Spend (ROAS)
The Story
Tommy Hilfiger offers high-quality fashion across the women’s, men’s, and kids’ categories. In order to extend and amplify their global holiday campaign, “Holiday like…”, the brand teamed up with ZMS to create a 360° branding and performance campaign, including influencer marketing.
The Goal
Tommy Hilfiger’s goals were twofold:
- Increasing brand consideration on the Zalando platform,
- Amplifying, extending, and emotionalizing their global holiday campaign with their strategic partner, Zalando.
The Strategy
The message behind “Holiday like…” is that the Holidays are a time that evokes meaning in diverse ways for people from multiple cultures, generations, and places. Therefore “Holiday like…” asked consumers to consider what the Holidays look like for them, sparking a conversation in an emotive way.
As the biggest focus of this campaign was brand consideration, most of the budget was spent on awareness and engagement formats. The Tommy Hilfiger team asked themselves “How can we activate the consumer to spark engagement?” The brand wanted to build desire for products through branding and chose influencer activation to stimulate engagement with the consumer.
Influencer activation
Tommy Hilfiger chose 20 influencers, with a mix of 3-4 macro-influencers with 500K-1M followers and then some smaller ones to amplify the message. In collaboration with I-D Germany & VIRTUE Worldwide, ZMS and Tommy Hilfiger created an event around the Holidays, in which they invited several influencers to an interview about what the holidays mean to them. This amplified the message behind “Holiday like…” shining a light on diverse experiences and involving multiple perspectives. Influencers then made advent wreaths together.
Video coverage of the event was integrated and promoted both on the Zalando platform as well as on offsite paid media channels.
Full funnel approach
Tommy Hilfiger approached the campaign from a full funnel perspective, considering everything from awareness and branding to performance and purchase. The influencer activation, holiday interview event and collaboration with I-D Germany ensured brand consideration and awareness, with Catalog Ads and In-Catalog Ads covering the mid-funnel, and Sponsored Products integrated for performance. Paid media and social placements ensure a harmonized message across multiple touchpoints.
With Zalando it's always a team effort. ZMS proposed a thorough breakdown on how we should execute the media strategy to amplify the campaign, ensuring our goal of increasing brand consideration was met.
Lesly Kartolo, Senior Manager Digital Marketing, PVH (parent company of Tommy Hilfiger)
Homepage Teaser ad placement including Product Carousel:
Tips for brands:
- Don’t be afraid to invest: The Holiday season is a competitive commercial moment so it makes sense to invest and use multiple channels to make sure you get high visibility.
- Consider Zalando as part of a wider global campaign strategy: Aligning your own global campaign with Zalando’s commercial calendar amplifies the message and increases customer engagement.
- Create emotive concepts: To provoke engagement and start a conversation it’s important to catch the consumers’ attention with something emotional.
The Results
From awareness to purchase, the campaign delivered a full-funnel success!
The high impression numbers (+59M) from the campaign show strong conversion in the mid-lower funnel, indicating high engagement, targeted content, and sales-driven growth. Tommy Hilfiger’s engaging video formats were also a great success with 13M Youtube impressions across DACH + PL over two weeks!
In Detail
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Founded in |
1985 |
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Categories |
Men's, Women's, Kid's |
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Services |
ZMS |