IAKI agency has designed and is pursuing a project of integrated customer engagement covering Italy, France, Spain and Germany for the brand Tommy Hilfiger Eyewear, produced and distributed by the Safilo Group. We ask Sandro Marchetti, CEO of IAKI, to tell us about it.

What’s the objective of the customer engagement project?

First, product testing and traffic building. Safilo has launched a new line of eyewear for Tommy Hilfiger, the preppy inspired, and want to convert the communication investment into a maximum of sales. The way to do it and it was a solution online / offline of product experience.

What’s the heart of your solution?

The basic idea on which we have built the customer engagement project was to test the product, made in three ways: the online virtual trial, the evidence in the store and “test drive”, or the loan for use of glasses for a few days, obtainable by going to point of sale. With this format,  original for the category, the digital strategy was derived backwards: let’s make preppy culture through an editorial on Facebook and a special section on the site Tommy.eu, let’s have people virtually try glasses with an Augmented Reality online application, then let’s push the audience to really try in stores, through the stimulus of a reward operation.

An integrated strategy, online and offline, then.

Yes. This project includes a website, a Facebook Marketing activity, an online advertising media planning, but also communication mechanics and communication materials for the stores, and finally the organization of a competition for 4 countries. We believe that today there can no longer be a dichotomy between the communication strategy of a brand and its digital strategy, they are sides of the same coin. As communication agency and digital agency we are used to melt different perspectives down to one.

What’s the social media marketing plan all about?

Meanwhile, a huge editorial work on the theme of preppy, with content every time linked to one of the frames of the new collection, articulated on the wall, and a creative section in 4 languages of Tommy Hilfiger Facebook page, as well as a special section of the site corporate. A supporting multilingual campaign composed of social advertising on Facebook and a display adv on Condé Nast network and international blogs. Also on the page, but also on the corporate website to create maximum synergy, there lies one of the central components of the operation: “The Preppy Point of View”, a Facebook application of Augmented Reality through which, thanks to the “face detection” (the ability of the software to recognize in a photo or video recording the key points of a person’s face), you can wear a preview of the frames with startling realism. A powerful incentive to “wear” the product, and then go to shop for the actual test.