SWIMSpool turned the everyday commute into a SWIMS experience, in New York and London at the same time.

The situation. Great brand campaigns create moments people want to be part of. SWIMS had the positioning, “Classics Reinvented”. It needed a way to bring it to life on the street.

What I did. As VP of Global Brand Marketing, I conceived and led SWIMSpool: a social and influencer-driven activation that turned commuters into brand participants and produced content that travelled well beyond the activation itself.

The result. 1.4 million brand impressions, 900K+ impressions for #SWIMSpool and a 47% increase in social profile views, with coverage in AdWeek, MR Magazine, London Post and Metro. The campaign earned a SABRE Award nomination in the “Marketing to Men” category, and its assets and frameworks went into the SWIMS global brand toolkit.

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