Tommy Hilfiger
A full organic social media strategy — led by Asya Yershova, Senior Social Media Strategist at Brandlifts — that transformed a dormant local presence into a high-performing growth engine. Local audiences were grown by 915% in 11 months, 1.5M monthly impressions were reached, and social became the brand's #1 online sales driver. All through organic tactics alone.
The challenge
A global icon with a local visibility gap
Tommy Hilfiger is a globally recognized fashion brand — but recognition at scale doesn't automatically translate to local relevance. The brand's local social channels were underperforming: low engagement, stagnant follower counts, and minimal contribution to actual revenue.
A local community needed to be built — one that felt authentically connected to the brand — without relying on paid advertising or influencer spend. Every result had to be earned through strategic organic content alone.
The solution
Organic-first. Locally rooted. Built to convert.
Asya Yershova built a content ecosystem rooted in local culture, aspirational storytelling, and community-first publishing — content that audiences actually wanted to follow, share, and buy from.
Rather than replicating global brand templates, a distinct local content identity was developed, anchored in Tommy Hilfiger's premium DNA but tailored to the tastes and behaviors of the local audience. Every format and cadence was iterated monthly based on performance data.
Campaign highlights
A distinct local visual and editorial voice was developed — premium, but relatable. Content was crafted to feel native to the market, not like a global brand broadcast pushed downward through the funnel.
A publishing cadence optimized for reach and saves — not just likes — was put in place. Formats were selected for shareability and discoverability across Instagram, TikTok, and Facebook.
Platform-specific trends — Reels, Stories, carousels — were tapped into strategically, adapting the Tommy Hilfiger aesthetic to what was performing in-feed without compromising brand integrity.
Shoppable content flows were designed — from discovery posts to product stories — guiding followers from inspiration to purchase, with conversion tracked at every step.
A full analytics review was conducted each month. Content formats, timing, and messaging were continuously refined based on what was growing impressions and driving clicks to the store.
Results
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