The Challenge
Tommy Hilfiger is an internationally admired clothing company, and the brand was seeking to engage with and support the next generation of its customers by empowering them to make a difference in their communities. People First partnered with Tommy Hilfiger to design and execute the “Pass the Mic” campaign, aimed at empowering activists from cultural hotspots like New York, Miami, and Los Angeles to share personal narratives about making a difference in their communities and “Passing the Mic” to their followers as an invitation to do the same.
Our Response
- People First’s analysis found that members of Gen Z are already eager to speak about their desires and their relationships with their communities and to support one another in doing the same.
- We invited Gen Z creators to speak about their personal dreams, ambitions, and fears by sharing a voice recording with Tommy Hilfiger and a social media post, and inviting their followers to share their own feelings with their respective followers, too.
Results
- People First worked with Tommy Hilfiger to curate 60 Gen Z microinfluencers and 10,000 voice recordings with an organic reach of more than 8.5 million people.
- The campaign’s content contributed to a 10.7% brand favorability growth and a 4.6% growth in purchase intent among women, a key target audience for the company.
60
pieces of content
10.70%
brand favorability growth
9.62%
engagement rate
8,579,721
reach