WHO – International Social Media Marketing Strategy’s Objectives.
Safilo Group, global leader in the eyewear industry, has chosen IAKI to create a customer engagement strategy for the launch of the brand Tommy Hilfiger Eyewear in Italy, Spain, Germany and France. An international social media marketing strategy composed of an online / offline integrated communication synergic strategy. The objectives: to use all the national and international communication channels, to focus on the brand both in Italy and abroad, to increase the in-store traffic flow and the brand awareness.
WHAT – The International Social Media Marketing Strategy by IAKI.
IAKI put on the table all of his skills and he reasoned on their integration, creating a creative and interactive project that would work as an aggregator of information and activities. International social media marketing was the answer and the solution yet. In fact, IAKI found in social media marketing, influencer marketing, online advertising and consumer promotion the right elements to fully meet the client’s wishes. Everything had to be based on the Preppy Style though. Tommy Hilfiger was the spokesperson of the fashion trend popular in the Unites States. How to introduce it to Italy, Germany, Spain and France?
HOW – The Creative Concept of the International Social Media Marketing Strategy.
After a long study of what Preppy means on websites and international books, an accurate activity of web listening, interviews with fashion bloggers and collaborations with fashion experts, IAKI came out with a campaign payoff that was also a synthesis of the creative concept developed: “Tommy Hilfiger Eyewear The Preppy Point of View.” The play on the words “of you” and “view” has focused more attention, not only on the communication tools then put into practice, but also on the communication buzz. The creative concept: wearing a pair of Tommy Hilfiger frames does not mean to see something different than reality, but to be who you are, simply by changing your point of view. This was the basis of the strategy of customer engagement in practice. But to weave the threads of this strategy, we first chose the right stuff. Between Satin, Rubber, Organza, we chose brand storytelling. To talk about the brand, give him a new story to tell, just give it voice and breath to whisper to her fans what to read in the world, this was our goal.
WHY – The Preppy Style and the International Social Media Marketing.
To turn Tommy Hilfiger into a “conversational brand”. “The Preppy is a combination of accessories, it is not a new way of dressing”: this is the Tommy Hilfiger’s value that IAKI had to interpret, recreate and convey.
RESULTS – Everybody gets us!
Both the creative concept and the content strategy have been localized not only in the Italian background, but also in the French, Spanish and German markets, where social and consumption mechanisms are far different from Italy, overall in the fashion industry. It wasn’t about literal translation of contents, it was much more about adapting contents to local needs, which was done by coolhunters, bloggers and fashion experts with specific knowledge about the mentioned nations. Stemming from that this complex project of customer engagement was born and an interactive catalogue containing international preppy models was created. A dedicated section on the website, a tab on the official Tommy Hilfiger Facebook page, a contest with prizes called “Try and Buy”, a Facebook app in augmented reality, btl materials to increase the in-store traffic flow all over Europe, an influencer marketing strategy that led to the creation of an in-store event at the Tommy Hifilger flagship store in Porta Venezia were part of the strategy.