As one of the world’s most recognized premium designer lifestyle brands, Tommy Hilfiger has a history of collaborating with pop culture icons who identify with, and share, our determined optimism. To build on our strong menswear heritage and further drive the global growth of our men’s business, Tommy Hilfiger partnered with Lewis Hamilton, global brand ambassador for TOMMY HILFIGER men’s since Spring 2018. Lewis built his career with passion and dedication – values that Tommy Hilfiger embraced when founding his brand and looks for in every partnership. To elevate the authenticity of our partnership we revealed the man behind the racing legend through a documentary mini-series #WhatsYourDrive. From Lewis’ love of music and fashion and the values that guide him, to his efforts to encourage younger generations to follow their dreams, the series is about an incredible will to succeed in all aspects of life.

#WhatsYourDrive uses the power of personality and storytelling to reach and inspire audiences. Personal growth, exploration and self-expression shared through five episodes document Lewis’ drive to reach his full potential on and off the track, and the life lessons learned along the way. Original footage, complemented by childhood home videos, interviews and travel footage, all narrated by Lewis, bring a deeply personal and authentic feel as he reveals unknown sides of him. Personal highlights and achievements that occurred throughout the #WhatsYourDrive campaign shaped each episode, adding immediacy and relevance.

‘A Kid With A Dream’: Explores Lewis’ enduring dream to become a race driver.

‘Never Give Up’: Reveals his relentless drive to succeed.

‘Still I Rise’: Unveils how his family consistently inspired him to tackle challenges.

‘Powerful Beyond Measure’: Highlights how Lewis became the greatest version of himself.

‘Together We Rise’: Fans worldwide share how Lewis inspires them.

The #WhatsYourDrive campaign created an emotional connection between Lewis and the TOMMY HILFIGER consumer. Tommy Hilfiger and Lewis values align – including their drive to relentlessly follow their dreams, no matter the hurdles. This campaign highlighted that the brand only partners with those who truly share our values. Lewis was not selected because of his social media following, but for what he stands for. The campaign highlights how Lewis inspires other people – from him sharing his own experiences, to capturing those of others, all into one story. Each episode is produced in an “on the go” approach, with behind-the-scenes shots and B-Roll. This authenticity speaks to the consumer. With the campaign, we targeted Lewis fans, Formula One fans – with the objective of converting them into potential consumers – as well as Tommy Hilfiger menswear fans and followers. Audiences were invited to join the conversation using #WhatsYourDrive.

#WhatsYourDrive launched with a teaser on April 30, 2018. Each episode was released in line with Formula One races; the final episode premiered on August 28th. Lewis shared episodes and teasers across his social channels (Instagram, Twitter, Weibo, Facebook and YouTube) to over 16 million fans. TOMMY HILFIGER shared the series and teasers on social and tommy.com. Eight #WhatsYourDrive newsletters generated 1.8 million opens and 75,000 e-comm visits. Mercedes AMG F1 and F1 re-shared full video posts and teasers on Instagram and Twitter with a combined reach of 24 million. Paid social amplified organic content posted by Tommy Hilfiger and Lewis on Twitter and Instagram, reaching 20.1 million individuals and driving 5.8 million episode views. The highest resonance across Lewis’ channels, particularly among Formula One audiences, demonstrated that the content enabled us to connect with audiences in Lewis’ field and engage with new-to-Tommy audiences.

Totals:

•3.4M engagements

•48M video views

•149M impressions

•Up to +9,000 comments per episode

•1.6M new followers throughout campaign.

•First episodes led to 30% increase in time spent dedicated tommy.com/lewis

Lewis’ posting contributed:

•2.8M engagements

•22.2M video views

•90M impressions

•Opportunity to convert Lewis’ fans into potential Tommy Hilfiger consumers.

Emotional resonance:

•Over-indexes on: “inspiring” (1,000+ comments), “love” (1,000 mentions and 1,800 love emojis) and “proud”.

•Majority of views on actual episode; reflects user desire for emotionally rich storytelling vs teasers.

Increasing views:

•Trailer: 5.1M

•Episode 1: 6.3M

•Episode 2: 6.3M

•Episode 3: 6.5M

•Episode 4: 7.1M

•Episode 5: 14.1M

Paid Media:

•4X higher engagement rate with the content than engagement rate on standard Lewis campaign content.

Tommy Hilfiger CRM Newsletter:

•Eight #WhatsYourDrive newsletters generated 1.8 million opens and 75,000 e-comm visits.