Avery Baker, Exec. VP of Global Marketing & Communications for Tommy Hilfiger: “Print is the backbone of our plans on an ongoing basis, but in addition, we’ve really stepped up our activity in the digital space. We think the combination of that with TV is essential. The two really need to work in tandem. Already, for example, on Facebook, on Twitter, on our own site, the Hilfigers have been engaging with fans on a frequent basis. We actually saw in one month our fan base grow by 25% on Facebook, once we started to feature these family members as an active part of the brand experience. We think the more we can push this campaign out in traditional media, the more we can pull consumers in to engage with the family and with the brand in social media and the digital world.”
Meet the Hilfigers is a smart, multi-channel, multi-disciplinary marketing campaign developed to engage customers in the lives of fictional characters – never mind that most of us don’t come from such an astonishingly good-looking and well-dressed family!
The campaign aligns social media with print and TV advertising to generate a sense that this “family” wants to meet us and educate us on having some wholesome family fun – and look good doing it. Of course, the next step after seeing the TV or web promo is to adopt the style of your favorite Hilfiger family member and buy exactly what he or she is wearing. From the Hilfiger website you can select any of 15 family members, click on that person’s name and see what outfit s/he is sporting in the ad and order the coordinating pieces right there. You don’t even have to think. Just buy what Jacqueline., Or “Jax” to her friends, is wearing and you can look just as fashionable.
Tommy Hilfiger has covered most of the bases to make buying easy. If you’re stuck on a commuter train without your laptop, there’s an iPhone app for you as well. The only real flaw that I found was when I selected “meet the Hilfigers” individually and see their stories, which read like Peyton Place, I could not click on Jacqueline and be taken to her wardrobe. I had to go searching through Hilfiger’s online merchandise catalog for the great, cable knit cowl neck sweater she is wearing in the video (I made it easier for you with a link). Hilfiger needs to make it as easy as possible for a potential buyer to make the purchase their ad campaign is driving you to desire.
I would also advise Hilfiger to utilize the Hilfiger family actors as models in their online catalog wearing the outfits they are promoting in the commercials. This would allow customers to connect one more time to the characters that Helfiger created.
Cross-pollination among branding venues is primary to a successful marketing campaign.
Happy December to all of you!