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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.

Case Study: Tommy Hilfiger Blends Entertainment & Influencer Marketing

Case Study: Tommy Hilfiger's Road to Success

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.

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Performance Evolution

Tommy Hilfiger’s influencer marketing results in 2024 were driven by a strategy rooted in creator consistency, cultural connection, and platform precision.

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:

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 SS25

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.

NYFW AW24

Tommy Hilfiger’s top 2024 campaigns drove record EMV, led by NYFW SS25 and APAC partnerships.

Top Performing Campaigns by EMV

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.

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:

K-Pop stars were crucial to generating significant EMV for Tommy Hilfiger with their large, global audiences.

Top Influencers Driving APAC Performance

Influencer Strategy

Tommy Hilfiger’s 2024 influencer marketing strategy marked a decisive shift away from transactional deals and into relational brand-building.

The brand invested in consistent partnerships with creators like @sooyaaa__ and @t.leeknowsaurus, who alone helped drive a 27% share of total EMV.

Using Lefty’s platform, Tommy Hilfiger identified creators by audience demographics, engagement potential, and region-specific influence, ensuring maximum campaign relevance.

Campaigns like “Your City, Your Runway” empowered influencers to style themselves authentically, boosting relatability and performance.

Content was optimized by tracking which formats, talent types, and messaging styles drove the highest ROI—blending art and science.

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)

See how Lefty can help your brand grow through smart, scalable influencer marketing.

Curious how your brand could scale like Tommy Hilfiger?

Looking 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.

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

Case Study: Tommy Hilfiger Blends Entertainment & Influencer Marketing

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