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Spotlight On: Noah x Tommy Hilfiger


Wavemaker on creating a 'realistic' virtual campaign with Tommy Hilfiger

Spotlight On: Noah x Tommy Hilfiger

As a partner of Tommy Hilfiger, Wavemaker collaborated on the 'TOMMY HILFIGER x Noah' integrated marketing campaign. In order to complete communication objectives, we overcame technical application hurdles to launch the first case of live-streaming real-time interactions between an ultra-realistic digital idol and real people in a virtual space in China. 

Today, content marketing for fashion brands has entered an era of change. As the new digital generation, young consumers are more loyal to themselves and desire the instant gratification of their needs. Cloud shopping and cloud and "see now, buy now" activities without the need for leaving the home have become popular consumption trends for young consumers. 

In view of the high amount of influence of idols have on people when making fashion choices, many major fashion brands have started to cooperate with and explore applications of virtual idols. However, due to the limitations of interactive technology, blind spots in the communication link still exist.

Being determined to break through the 'blind spots'

Although there is much cooperation between virtual characters and virtual assets, brands have been unable to use virtual assets to build a complete link using real-time interaction. This is due to the fact that advanced technology has not fully applied technology to marketing practices.

Therefore, the use of virtual idols and virtual assets still mainly makes use of past methods. The use of virtual idols is still just on a visual level only. Real-time interaction that is difficult to achieve creates an unfortunate "blind spot" in the communication chain.

Tommy Hilfiger, one of the most well-known clothing brands in the world, is renowned not only for its rich creativity and fashion quality in bringing together many cultures, but also for its pioneering practice of integrating fashion trends and digital innovations.

In September 2022, Tommy Hilfiger revealed the new Tommy Hilfiger Monogram Collection for the fall season of 2022 — Tommy Hilfiger teamed up with British illustrator and graphic designer Fergus Purcell to create a new brand logo, i.e., a re-deconstructed and restructured combination of the letters "TH". With this approach, the brand's revitalization came as both a tribute to its classics and a reworking of its DNA.

Tommy Hilfiger believes that the newly enhanced Tommy Hilfiger Monogram Collection will be able to effectively target young consumers and create new brand assets. 
We are determined to eliminate blind spots and provide a comprehensive communication journey for real-time interactions.

Creating China's first fashion segment virtual space closed loop communication

We helped Tommy Hilfiger customise an interest-oriented content-focused omni-channel integrated communication plan, which combines the latest digital technology and interesting content, has strong social topics and continuous communication, and effectively links the sales closed-loop one-stop integrated marketing plan.

We used Noah, the first virtual idol voted as for by the youth of China, to create in-depth digital communication with young people for Tommy Hilfiger, and created the first domestic precedent of super-realistic digital idols interacting with real people in a virtual space, creating China's first closed loop of communication in a virtual space for the fashion industry.

That night, the Tommy Hilfiger New York Show video featuring Noah had over 5 million views on the Douyin website.

Following the Fall 2022 Show, Tommy Hilfiger collaborated with Tmall's official channel, "Tmall Little Black Box", to introduce the Fall 2022 Tommy Hilfiger X Richard Quinn capsule collection, which debuted during New York Fashion Week, to Chinese consumers. It recreated different cultural prototypes, such as high street punks, cool cat ladies, cheerleaders, and cowgirls, freely displaying distinctive styles of unfettered individuality. It blended the Tommy Hilfiger Monogram pattern logo with Richard Quinn's renowned daisy design to create a visually compelling and innovative expression of wildness.

On September 19th, when the new Tommy Hilfiger Monogram Collection was launched in China, Noah wore customised Tommy Hilfiger Monogram clothing to anchor the live-streaming of the Tommy Hilfiger Tmall Meta-Universe program, which produced China's first case of live-streaming real-time interactions between an ultra-realistic digital icon and real people in a virtual space.

More than 600,000 viewers watched the live-streaming of Tmall menswear brands that evening, making it the most-watched event of the night.

On the day of the live stream, the first NFT digital collection was released in a limited quantity, providing consumers with a unique and exclusive souvenir.

Accumulating brand value in virtual-real interaction experiences

Throughout the process, we collaborated with Tommy Hilfiger to pioneer cutting-edge technology to explore its roles in communication. By connecting traditional channels to virtual idols and the meta-universe, we maintained a sense of connection and excitement among young customers via real-time interactive digital experiences. 

This model has not only helped increase brand visibility and revenue, but it has also revitalised Tommy Hilfiger by introducing more creative possibilities to its digital process.

Key results:

  • Pioneered the first instance of live-streaming ultra-realistic digital idols interacting with real people in virtual space (getting 670,000 exposures within one hour)
  • No.1 on the hourly top list of menswear brands
  • 5 million exposures within three hours on the debut day of New York Fashion Week
  • Live-streaming room's sales increased by 288% on the day of the virtual-person live-streaming compared to the average day. 

Together with Tommy Hilfiger, we have forged a virtual-real interactive shopping experience in the truest sense.

Julep Lin, chief client officer of Wavemaker China remarked: "This pattern of content collaboration has transformed the future of direct digital experiences. It is a youth-centric and interest-driven integrated content solution with e-commerce at its core. In addition, it affords Wavemaker and Tommy Hilfiger additional creative opportunities for future digital solutions."


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Wavemaker Singapore, Fri, 26 May 2023 07:12:00 GMT