Case Study: Tommy Hilfiger Blends Entertainment & Influencer Marketing
Discover how Tommy Hilfiger drove $140M in EMV growth with a global influencer strategy powered by Lefty. See top campaigns, creators, and data-backed insights.
In 2024, Tommy Hilfiger delivered one of the most impressive influencer marketing performances in the fashion industry. The brand recorded a $140M surge in Earned Media Value (EMV) compared to the previous year, representing a +64% YoY growth—a powerful testament to the impact of long-term influencer partnerships, regional expansion, and culturally resonant storytelling.
At the heart of this success is Lefty, the influencer marketing platform that powers data-backed decision-making, talent sourcing, and campaign execution for global lifestyle brands. Here's how Tommy Hilfiger scaled their influence and performance across fashion weeks, international markets, and a growing Gen Z audience.
Performance Evolution
Tommy Hilfiger’s influencer marketing results in 2024 were driven by a strategy rooted in creator consistency, cultural connection, and platform precision.
- $359M EMV (+64% YoY)
- 7.4B Impressions (+65%)
- 315% Increase in Engagement Rate
- 279 campaigns launched
- 2.1K profiles activated
- 20K total posts created
This explosive growth was made possible by a shift from short-term influencer deals to long-term creator relationships, especially across high-visibility moments like Fashion Week and region-specific activations.
Top Campaigns
Fashion Week proved to be a central growth engine for Tommy Hilfiger in 2024. By turning shows into cultural moments and pairing them with viral influencers, the brand achieved a $46.8M increase in EMV across just three events:
NYFW SS25
The Womenswear Spring/Summer 2025 show generated $56.5 million in Earned Media Value (EMV), a 75% increase from the $9.7 million of the SS23 campaign. With 3,100 posts from 250 influencers, it achieved high visibility and maintained a 3.6% average engagement rate.
NYFW AW24
Tommy Hilfiger's Autumn/Winter 2024 campaign also contributed significantly, generating $14 million in EMV—a 31% increase year-over-year. With 2,000 posts from 222 creators, the campaign sustained momentum between Fashion Week seasons while reinforcing the brand’s presence across major global markets.
Top Performing Campaigns by EMV
Tommy Hilfiger’s top 2024 campaigns drove record EMV, led by NYFW SS25 and APAC partnerships.
| Campaign | NYFW SS25 |
| EMV | $98.9M |
| Eng. Rate | 3.6% |
| Posts | 3.1K |
| Profiles | 250 |
| Campaign | APAC Partnerships |
| EMV | $95M |
| Eng. Rate | 6.3% |
| Posts | 2K |
| Profiles | 449 |
| Campaign | NYFW FW24 |
| EMV | $47.8M |
| Eng. Rate | 5% |
| Posts | 2K |
| Profiles | 222 |
| Campaign | Stray Kids Collab |
| EMV | $45.9M |
| Eng. Rate | 12.4% |
| Posts | 74 |
| Profiles | 9 |
| Campaign | Met Gala 2024 |
| EMV | $25M |
| Eng. Rate | 13.6% |
| Posts | 64 |
| Profiles | 8 |
By pairing fashion week activations with long-term creators and high-impact cultural storytelling, like the NYFW SS25 show aboard the Staten Island Ferry featuring Wu-Tang Clan, Tommy Hilfiger was able to elevate its brand narrative from fashion event to cultural movement.
These campaigns underscore how event-driven influencer marketing, when powered by a data-informed strategy, can dramatically increase brand exposure, consumer engagement, and long-term relevance.
Global Expansion
In 2024, Tommy Hilfiger focused on deepening its presence in Asia-Pacific, which led to a staggering 633% increase in EMV in the region—from $16.1M in 2023 to $118M in 2024.
This growth was powered by:
- Localized creator campaigns tailored to cultural nuances
- Strategic partnerships with K-pop stars and fashion-forward influencers
- Authentic storytelling that resonated with youth audiences
Which generated significant results on Instagram, totaling to:
- $95M EMV
- 2K posts
- 6.3% engagement rate
- 449 influencers activated
Top Influencers Driving APAC Performance
K-Pop stars were crucial to generating significant EMV for Tommy Hilfiger with their large, global audiences.
Influencer Strategy
Tommy Hilfiger’s 2024 influencer marketing strategy marked a decisive shift away from transactional deals and into relational brand-building.
1. Always-On Creator Community
The brand invested in consistent partnerships with creators like @sooyaaa__ and @t.leeknowsaurus, who alone helped drive a 27% share of total EMV.
2. Platform-Powered Casting with Lefty
Using Lefty’s platform, Tommy Hilfiger identified creators by audience demographics, engagement potential, and region-specific influence, ensuring maximum campaign relevance.
3. Perfect Pairings
Campaigns like “Your City, Your Runway” empowered influencers to style themselves authentically, boosting relatability and performance.
4. Data-Informed Creative Direction
Content was optimized by tracking which formats, talent types, and messaging styles drove the highest ROI—blending art and science.
5. Global but Local
From Paris to Seoul, every activation reflected local identity while reinforcing Tommy Hilfiger’s global lifestyle brand status.
Why It Worked: Lefty’s Role in Scaling Success
As a leading influencer marketing platform, Lefty enabled Tommy Hilfiger to scale impact efficiently across continents and content formats by providing:
- Smart influencer discovery across Instagram, TikTok & more
- Advanced audience filtering (age, language, interest)
- Campaign analytics & EMV tracking
- Competitive benchmarking
- Global performance reporting
Curious how your brand could scale like Tommy Hilfiger?
See how Lefty can help your brand grow through smart, scalable influencer marketing.
Talk to usLooking Ahead: 2025 and Beyond
Virginia Ritchie, CMO at Tommy Hilfiger, summed up the vision best:
In 2025, the brand aims to expand its cultural footprint, with new fashion week shows, deeper creator collaborations, and continued leadership in the intersection of fashion, music, and digital storytelling.
Frequently Asked Questions
Find quick answers to common questions about Tommy Hilfiger’s influencer strategy, EMV growth, and how Lefty can help your brand achieve similar results.q
What is Earned Media Value (EMV)?
EMV is a metric used to quantify the value of content created by influencers, media, or users about a brand. It reflects the equivalent cost of generating the same exposure through paid media and is a key KPI for influencer marketing performance.
How did Tommy Hilfiger generate $359M in EMV?
Tommy Hilfiger used Lefty’s influencer marketing platform to run over 279 campaigns in 2024, focusing on Fashion Week activations, long-term creator partnerships, and APAC expansion. This data-driven strategy led to a 64% year-over-year increase in EMV.
Why was the APAC region so impactful?
By collaborating with culturally relevant creators in Asia-Pacific, Tommy Hilfiger increased regional EMV by 633%. These campaigns were localized, trend-aligned, and powered by creators with highly engaged Gen Z audiences.
What is Lefty and how does it help brands?
Lefty is a global influencer marketing platform that helps brands discover creators, manage campaigns, analyze performance (including EMV), and drive growth across social platforms like Instagram and TikTok.
Can my brand work with Lefty?
Yes. Whether you're running global campaigns or targeting niche markets, Lefty supports brands across fashion, beauty, travel, lifestyle, and beyond. Request a demo to learn more.
