TOMMY HILFIGER creates hyper-realistic interactive marketing link

龚旭捷, 李碧敏, 陈杰铌

In September 2022, the apparel brand TOMMY HILFIGER released a new "TOMMY Magic Cube" series, hoping to enhance the brand's popularity and brand equity in the Chinese market, and promote sales transformation and brand rejuvenation.
Case Details

Brand: TOMMY HILFIGER

Brand owner: PVH

Main agency companies: Weimai China Wavemaker, Ogilvy Ogilvy

Main agency holding group: WPP

Contributing Agency: WPP

Launched on the market: Mainland China

Industry: Fashion Apparel

Media channels: outdoor (outdoor billboards), influencers (key opinion leader KOL, virtual idol/virtual Internet celebrity, star/celebrity spokesperson), interactive/digital online (programmatic advertising, news feed advertising, online display advertising, search marketing, small program, live broadcast, social media, e-commerce platform)

Budget: 10-12 million

case summary

Due to the limitations of interactive technology, the use of virtual idols is still at the...

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