Tommy Hilfiger doubles digital ad spend

Fashion brand launches its first ‘webisode’ that sees its family of brand characters on a sailing adventure.

Tommy Hilfiger is doubling its investment in digital advertising in the first quarter of 2013 in a move that sees the brand launch its first ‘webisode’.

The spring summer campaign includes the brand’s first “online webisode” featuring its brand ‘family’ The Hilfigers, who have starred in its advertising for six seasons.

Called “le vöyãge seafãr-iüs”, it sees the group of “eclectic characters” on a nautical themed sailing trip modelling Hilfiger’s trademark red white and blue ranges.

The online film is soundtracked by the Estelle and Janelle Monáe track “Do My Thing”.

As part of its social media activity the brand poses the question “What’s your thing for 2013?” and will offer fans responding using the hashtag #doyourthing a free download of the track.

Twice the amount will be invested in digital in the first quarter than in the final quarter of 2012.

Avery Baker, chief marketing officer for The Tommy Hilfiger Group, says: “For six seasons now, The Hilfigers advertising campaigns have been at the cornerstone of our marketing strategy, leading the global creative vision for the brand. For Spring 2013, we are supporting the campaign in our markets around the world with a webisode that uniquely celebrates the brand’s classic, American, cool heritage and long history of infusing an unexpected twist to preppy tradition. The Hilfigers campaign resonates globally now more than ever.”

The “Le vöyãge seafãr-iüs” campaign launches globally this week and includes online, print, outdoor and social media activity.

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