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Retained client Tommy Hilfiger needed help raising awareness and understanding of their partnership with Rafael Nadal across their colleague population. Cue an action-focused, multi-channel digital approach to arm colleagues with the knowledge and tools they needed to share show their support for the campaign in their own style, and crucially, their own words through personal social media channels.
Retained client PVH Europe (parent company to Tommy Hilfiger, Calvin Klein and Speedo to name a few) needed our help to raise awareness and understanding of the partnership between Tommy Hilfiger and Rafael Nadal. They challenged us to help them engage Associates across Europe with the launch campaign and marketing activity, and to encourage Associates to actively participate in social media activity and launch events to amplify social reach.
A true multi-channel digital content strategy was deployed, making sure existing channels were optimised where we could, and we introduced new channels where we identified a gap. We took an Associates-first approach, creating exclusive content intended to be shared from the inside-out, creating true brand advocacy and widescale reach through social amplification. After all, people are 84% more likely to value the recommendation of a friend or family member than advertising!
We developed a module on the existing colleague app to explain ‘Why Nadal?’; how he represents the brand, the opportunity he brings in terms of audience, and the story behind the partnership.
With exclusive content for colleagues before launch, including a campaign schedule to outline the main events, we made it easy for them to participate. This was enhanced by providing downloadable assets – ready formatted and branded – that colleagues were encouraged to share on their personal social media channels. Associates could update their professional and personal social networks to apply the Tommy Hilfiger flag over your profile picture – enabling advocates to fly their flag!