Hollister's Director of Brand Marketing Strategy discusses their 'Show Up for 2020' voting campaign aimed at Gen Z. This episode offers e-commerce operators a case study on brand activism, demonstrating how to effectively engage a youth demographic through civic-minded initiatives and tailored marketing strategies that extend beyond traditional product promotion. Learn how to leverage your brand's influence to connect with customers on a deeper, values-based level.
Key takeaways
To effectively engage Gen Z, brands should consider aligning with social and civic causes that resonate with this demographic's values, moving beyond purely commercial messaging.
Develop marketing campaigns that educate and empower your target audience on relevant social issues, leveraging various digital channels and content formats they actively use.
Thoroughly understand the demographics, interests, and behaviors of your customer base to tailor messaging and campaign execution for maximum impact and authenticity.
Collaborate with internal teams and potential external partners to bring complex social impact campaigns to life, ensuring a cohesive and impactful message.
Measure the effectiveness of purpose-driven campaigns not just by commercial metrics, but by engagement and impact on the stated social goals.
In episode 268 of Total Retail Talks, Editor-in-Chief Joe Keenan interviews Jacee Scoular, director of brand marketing strategy at Hollister, a global teen brand. Listen in as Scoular discusses why Hollister decided to launch its "Show Up for 2020" voting campaign, the elements of the effort, and the demographics of the brand's customer base. Scoular details…
To effectively engage Gen Z, brands should consider aligning with social and civic causes that resonate with this demographic's values, moving beyond purely commercial messaging.
What does this episode say about dtc strategy?
Develop marketing campaigns that educate and empower your target audience on relevant social issues, leveraging various digital channels and content formats they actively use.
What does this episode say about founder & leadership?
Thoroughly understand the demographics, interests, and behaviors of your customer base to tailor messaging and campaign execution for maximum impact and authenticity.
What does this episode say about brand & content?
Collaborate with internal teams and potential external partners to bring complex social impact campaigns to life, ensuring a cohesive and impactful message.
What does this episode say about brand & content?
Measure the effectiveness of purpose-driven campaigns not just by commercial metrics, but by engagement and impact on the stated social goals.
