CONCEPT
Tommy Hilfiger, being no stranger to live shopping, chose Marsaana’s business unit Live Shopping Experience to present its 2021 spring collection in Finland. The goals of the live shopping event were to launch the TOMMY LIVE concept in Finland, entertain viewers, and boost online sales. Additionally, the hosts invited people to shop in the physical TOMMY store in the Kamppi shopping centre in Helsinki, where the live shopping event was filmed.
OUR ROLE
Marsaana’s role was to conceptualize the live shopping event, choose hosts and all paid partnerships. This entails creating a catchy concept, choosing and negotiating with suitable hosts, and creating the scripts. Technical aspects of live shopping include integrating software with the e-commerce site, building the studio setup, running test shoots, and moderating the chat and overlooking all technical aspects during the show. For an extra boost of coverage, we organized a PR seeding to inform and increase visibility of the event. The PR seeding included one clothing item from the featured collection, a tie-dye kit to participate in a TikTok challenge and a physical invitation to watch the live shopping event.
RESULTS
The live ended up being a huge success, with the pastel colored theme attracting nearly 2000 viewers during the live. The week following the event, sales in the Kamppi Tommy Hilfiger store went up 60% compared to their usual sales. Thanks to the success of the event, the Tommy HQ marketing team has chosen this to be their best live event of the year.
Click here to watch the recording of the live event.
