Tommy Hilfiger
Launching the Tommy Hilfiger x Gigi Hadid S/S 16′ Collection
Tasked with launching the Gigi Hadid x Tommy Hilfiger S/S 16′ collection we created “A Night and Day with the Hilfigers” – a dual-timezone interactive livestream that leveraged some of the biggest mainstream and social voices in fashion.
Idea – ‘A Night & Day with the Hilfigers’ (pitched & won)
The 7am ‘Day’ show kicked-off with a Liu Wen hosted ‘see now buy now’ livestream centred around Tommy’s NY fashion show. 12 hours later a ‘Night’ show brought together 5 voices from across the Chinese fashion scene (photographer, designer, model, blogger and buyer) to give live commentary to the 7am show – all while trying out the looks live from Tommy’s flagship store in Beijing.
Results
– Total 1 day sales for Tommy’s TMALL store exceeded $1 million USD – their highest ever.
– Even with a 7am broadcast time our livestream beat daily average viewing figures by 300% with 9500 peak simultaneous views and 47,000 total.
– A competition “Create with Tommy & Gigi” and a WeChat H5 lookbook were sold in as additional interactive activations.
Roles: Creative Director, Art Director, Copy and Script Writer
Interactive H5 Lookbook
Simple yet powerful full screen video loops pulled users in with a clean animated content layout. Core looks were given a brush tap & drag interaction to progress through (far right).
Warm up Engagement
Create your own look with Gigi & Tommy engagement. Gigi herself selected 8 winners Tinder style during her live-streamed visit to Shanghai.
NY Event Recap
