Case Study

Challenge

Tom Ford, a maverick of design and innovation, has never been one to follow the crowd, especially when it comes to marketing products. For its Endless Summer Campaign launch in the Europe, Middle East, and Africa (EMA) region, Tom Ford needed a way to stand out in the saturated Chinese media landscape to effectively market its new decadent Soleil collection of beauty products.

Strategy

Leverage existing Tom Ford video assets for an HTML5 game that encourages Mafengwo users to create their own signature Tom Ford video.

Game to launch through Mafengwo and target travelers planning their vacations in the EMA region. Once visitors to Mafengwo’s mobile site opened Tom Ford’s Endless Summer ad, they are redirected to a welcome page where they are prompted to use any combination of three gestures on the screen to create their own Endless Summer video.

Users could also share the final videos they created on social apps with their friends.

Results

23M+
impressions
241K+
clicks
1.03%
CTR
91.5%
Completion rate among users
67.1%
landing page conversion rate

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HYLINK THINKS
Which came first? Media or Creative? Google Mapped the intersection of "Strategy and Creative". Couldn't find it. Spot Plans are like Quantum Dots. They're always in a state of flux. Conference Call Bingo is the best game ever. Why Doesn’t the Wifi Work When You Need It? Firing Yourself Up is the Best Promotion. How rich would you be if you had a dollar for every slide you had to write? Where’s the Free Food? Smart Thinking Equals Endless Possibilities. Back To The Future is the best movie for agency professionals. Advertising is like dating. Always dramatic. It’s Five O’Clock Somewhere. Such as, right now. No Copywriters were harmed in the making of this sentence. Advertising is like a marriage - keep it fresh or else it goes up for pitch. Manifestos are a great reason for beer. Or gin. Napa Valley should sponsor Advertising Agencies. “Programmatic” is a great conversation starter. Or killer. We don’t swipe. We click. Making that logo bigger, or smaller. Since 1994. This message was brought to you by Independence.
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