Tommy Hilfiger, Tommy Jeans
Tommy Hilfiger has a broad consumer appeal, known for everything from preppy polo shirts and boat shoes, to streetwear pieces inspired by 90’s hip-hop. However, only having a single social channel to talk to this diverse audience was preventing them from engaging with each of them effectively. Aligning with Tommy Hilfiger’s ambition to establish Tommy Jeans as a brand in its own right, the challenge was to position TJ as a key streetwear fashion brand.
In order to relate to our audience, we needed to establish Tommy Jeans as a brand for social creators and collectors and as a distinct brand from Tommy Hilfiger. We decided to create a bespoke Instagram page for TJ which speaks solely to this audience, helping to bring back the brands East Coast heritage and streetwear 90’s culture to the masses. With Instagram’s position in the social space as a place for digital native consumers to explore inspiration and share passions, it was an ideal platform to boost brand awareness of Tommy Jeans as an iconic streetwear brand that speaks to youth culture.
AnalogFolk’s role was to launch the new Tommy Jeans Instagram account - providing digital strategy and social media asset creation. In just 12 days we took a brief to launch, including a shoot in NYC. We selected and featured authentic influencers - artists, musicians, new talents and creators with different styles and new ideas.
In six weeks, @TommyJeans had exploded from zero to 100,000 engaged followers. Performance to date has seen the channel surpass the initial launch phase follower target by 86%, as well as an outstanding impression rate of 125%.