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 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.
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
Founded in |
1985 |
---|---|
Categories |
Men's, Women's, Kid's |
Services |
ZMS |