TILLEY
Taking an iconic brand into the social age
Influicity partnered with Tilley to develop and execute a holistic brand strategy. Our efforts encompassed in-depth research, targeted content development, and a 360 launch across TikTok and Instagram.
The Company
Tilley makes the finest hats & clothing for outdoor life.
Bringing ingenuity, practicality and enduring quality to customers around the world. More than 2,600 associated retailers in 18 countries sell Tilley hats and clothing. Made in Canada since 1984.
The Challenge
Refresh the brand for a new generation of customers who love the outdoors.
Tilley must continue to serve its life long customers while embracing the next cohort of shoppers. These shoppers talk in a different way, on different platforms, and with a different set of values.
The Solution
Build a new identity on social
To align with a new demographic, Influicity started with a social refresh. Market analysis, competitive breakdown, asset development, and more.
Capturing the heritage of the brand while boldly embracing the next generation.
We fabricated a content mix meshing humour, utility, insights, and inspiration. Jumping on trends and relevant themes to get in front of the right people.
Our team also leaned into Influencer partnerships to light the feeds on fire. Key influencers got a gift pack and shared engaging content on TikTok and Instagram.
Finally, Influicity worked across marketing functions to ensure the social community is integrated through other efforts, like email, in-store, and experiential initiatives.
Results and Insights
Total Re-launch
- 3x growth across Instagram community engagement within 90 days.
- Significant improvement in the quality of comments and dialogue. Not just random followers, but the right followers.
- Strong conversion between social to commerce. Lots of opportunity to expand across platforms.
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