The second time was most certainly a charm for US fashion label Tommy Hilfiger when it followed its highly successful non-digital campaign debut at Westfield Mall of the Netherlands the previous year with the launch of its brand-new collection – a collaboration with Canadian singer-songwriter, Shawn Mendes.

Buoyed by the success of its first non-digital campaign, one year on the brand decided to go big, with a similar activation running simultaneously at Westfield Stratford City, in the UK.

The combined sites provided impactful domination, to boost traffic to the store and create awareness for the new collection. With big uplifts from pre-campaign, to the launch for the store generally and for the TOMMYXSHAWN product line specifically, it gave the Canadian singer-songwriter – and Tommy Hilfiger – another hit to add to their growing list.

Key facts

• Non-digital campaign

• Simultaneous activation in the UK

• Impactful domination boosted awareness and traffic to store, with matching conversion to sales

Results

+26% in total store sales value (off +9% uplift in FF) and +9% increase in FF vs pre-launch