Tommy Hilfiger Case Study
Overview
Tommy Hilfiger is a global premium lifestyle brand recognised for its classic American cool style and commitment to cultural relevance across fashion, music, and entertainment. Tommy Hilfiger tapped GEEIQ to identify eight high-growth gaming creators across six key markets for its Team Tommy initiative - reaching over 5.26 million fans globally and 1.25 million users on Twitch, with creators who index 1.57x higher for female followers than average.
5.26M+
Fans Reached Globally
1.25M+
Twitch Users Reached
The Challenge
In 2022, Tommy Hilfiger launched Tommy Play on Roblox to reach some of the world’s video gamers. The brand’s Roblox strategy, which leverages GEEIQ’s data and expertise, continues to reach new audiences.
But when it came to reaching high-profile gamers and content creators, the brand needed a different strategy.
The Impact
The initiative reached over 5.26 million fans globally and over 1.25 million users on Twitch.
Creator audiences indexed 1.57x higher for female followers than average, aligning with the brand’s target demographic.
Tommy Hilfiger sees Team Tommy as a long-term investment in gaming communities across six international markets.
1.57X
More Female Followers Than Average
6
International Markets
The Outcome
Based on GEEIQ demographics data, Tommy Hilfiger identified gamers who had 1.57x more female followers, as well as younger audiences, than average.
While the members of Team Tommy are geographically dispersed, their audiences are also dispersed across games: from Genshin Impact and Minecraft to Grand Theft Auto and Valorant. This aligns with the brand’s strategy of ensuring the widest possible reach without committing to a physical in-game presence.
Tommy Hilfiger
Founder