How does a brand authentically connect with and gain relevancy amongst the elusive teenage consumer?
If you’ve read our work around The New Trust, you know that young adults look to each other for must have brands to buy. We believe that in order for a brand to win Gen Z, people must be at its core.
We formed the Hollister Brand Agent Program with a clear goal in mind: rely on high school students to drive peer-to-peer influence to drive sales for the brand in key local markets. Made up of influential, passionate and highly motivated teens, they bring the brand to the spaces, places and big moments that matter.
Through activations, content creation and micro-influencer advocacy, these agents are turning the tide of sales and inspiring higher than ever levels of engagement between Hollister and its most important consumers. They are the HCo brand personified and are the proud personalities that live and breathe the brand on the daily.
Thanks to their success, the team has grown to upwards of 75 agents across ten key markets, driving sensational eNPS scores and attributed sales.
This program gets our message out to the world. We’re extremely excited about the potential of our Collective.Kristin Scott, A&F President of Global Brands
A huge part of the success is due to Hollister.
It’s a two-way street. Our amazing partners at the brand are progressive, creative and have seen first hand how a field team can build the business in lots of ways.
Beyond awareness and sales, Hollister leverages the team to test market messages, product critiques, event support and content creation.