[SMK] Social Media Knowledge


Content, Commerce, and Hilfiger

Tommy Hilfiger is getting creative with its digital marketing, and buzz is building behind the brand’s strategy.

You must be at least this cool.

Tommy Hilfiger is unlocking more behind-the-scenes-styled ads with the more friends you invite, through Hilfiger’s new SideFlix app.

Combining social interaction with a shoppable experience, users can click a link to activate SideFlix, a new Facebook Messenger add-on, which takes users on a guided onboarding process.

Users will learn how to invite friend to take part in the app and receive more exclusive digital content as it is unveiled. The more friends, the more accesses. Simple.

The gimmick

The platform allows for a handful of unique experiences. For example, if two devices using SideFlix are placed side by side, users will be treated to a journey across Shanghai culminating at the 2018 TommyNow Icons fashion show.

Adding a third device will reveal BTS content of the TommyXLewis VIP launch party in New York, guided by Tessa Barton and Cole Herman, popular media influencers. All featured apparel will be shoppable.

Tommy Hilfiger has also teamed with Facebook Anthology to provide new ways to view content and shop simultaneously. This latest endeavour belongs along side Instagram and Snapchat’s shoppable posts and may just become a standard.

Do you often use shoppable posts when browsing new products? What do you think about Hilfiger’s latest approach to digital shopping? Let us know in the comments.


Learn with SMK through Dec 2022

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Weekly Techical Labs: TikTok on Wednesdays from 1 pm – 2 pm AEDT

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2022 Social Media Advertising Masterclass on Thursdays from 10 am – 12 pm AEDT

  • Module 1: Ad Landscape, Benchmarks & Strategy Planning
  • Module 2: Social Ad Reporting, Evaluation & Campaign Optimisation
  • Module 3: Advertising Strategy, Targeting & Campaign Planning
  • Module 4: Social Ad Creative, Copywriting & Campaign Testing

Unlocking TikTok & Snapchat Marketing Masterclass on Fridays from 11 am – 1 pm AEDT

  • Module 1: 2023 TikTok & Snapchat Marketing Opportunities & Challenges
  • Module 2: Strategic Thinking, Planning & Channel Set-up
  • Module 3: Engagement, Algorithms & Content Marketing
  • Module 4: TikTok & Snapchat Advertising Best Practices


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