Tommy — KSJT

Tommy Hillfiger

For Dis-loyalty, I developed paid social concepts designed to make the membership proposition easier to understand, trust, and act on. The work translated a travel and dining subscription into a clear acquisition story: everyday value first, aspirational travel second.

Strategy Direction Design

Insight
Positioned content as a bridge to the guest.

The main challenge was converting interest into commitment. Dis-loyalty asks consumers to purchase a membrship before they have personally experienced the savings, so the social content needed to reduce that friction quickly. The strategy centred on proof: showing how a real member could use the service across familiar, everyday moments before expanding into more aspirational hotel and travel scenarios.

01 Escalator journey turns the porduct into a physical touchpoint

02 3D graphics as part of the Grey Goose promotion

We started with polished 3D-rendered content: a coctail glass, a virtual escalator; built to anchor the membership in a tangible, physical touchpoint. But it quickly became clear that creator-lead content showing the membership in real, everyday use outperformed the rendered work by a wide margin. This meant moving away from broad lifestyle messaging and building the narrative around use.

Idea
Positioned content as a bridge to the guest.

The membership needed to feel less like an abstract subscription and more like something already active in the customer’s day: a morning coffee, a discounted stay, a dinner out, or a reason to choose somewhere new. The creative was built around a testimonial-led journey that moves from the most familiar benefit to the most aspirational one. Free daily coffee acted as the entry point: simple, immediate, and easy to understand in-feed. From there, the story expanded into named hotels, restaurants, and destinations, showing how a small everyday perk could open into a broader travel and lifestyle proposition.

03 Free coffee hooks the scroll

04 UGC browsing makes dream hotels feel more reachable

Editorial-style assets supported the UGC concepts by adding a stronger sense of place, taste, and cultural aspiration. This structure allowed the campaign to balance relatability with desire. The testimonial format made the value feel personal and proven, while the editorial layer gave the campaign a more premium and aspirational frame.

Result
Positioned content as a bridge to the guest.

The campaign improved thumb-stop rate by 34%, signalling that the coffee-first testimonial hook was effective at interrupting the scroll. This attention gain carried through the funnel, with a 28% lift in 3-second views, 19% higher hold rate, 22% stronger CTR, and a 16% reduction in cost per sign-up compared to broader lifestyle-led creative. The result was a performance creative direction that made the membership proposition more legible across paid social: a travel brand at the least, with a subscription with clear, repeatable, everyday value.

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