Our premier high-school field marketing team was formed with a clear goal in mind: connect Hollister with its core consumer in a localized, tangible way while spreading love for the brand.
The Collective is a first-of-its-kind high school field marketing program comprised of 75 brand agents across key Hollister markets. Together they bring an endless summer to the moments and places where students need it most and infuse HCo's Carpe Now mindset across high schools all over the country.
Market Activations. Agents execute in-market missions that introduce the brand and product to thousands of potential students. Since they are the ones activating, the engagements are locally relevant and speak the right language. HCo and Archrival support to ensure brand standards and event excellence are met with rigor.
Social Integration. Since its inception, the Hollister Collective has generated over 2.5 million social engagements and views across 6,000 postings on agent accounts. When reposted to Hollister social platforms, agent-produced content generates an additional 8,000 engagements on average compared to traditional campaign generated content.
Peer-to-Peer Advocacy. Agents build networks across their schools and social communities to directly seed product and build loyalty program membership.
This program helps us get our message out to the world. We are extremely excited about the potential we see with the Collective.Kristin Scott A&F President of Global Brands
A key feature of any Archrival field marketing program is a culture curated to be equal parts empowering, positive and collaborative. Thanks to relentless recruiting to find the right ambassadors, the Hollister Collective has an eNPS score of +89.
A huge part of the Collective success comes from our amazing partners at Hollister. It's a two-way street. They're smart, hungry, future-focused and have seen first hand how a field team can build the brand over time. They're finding lots of ways to leverage the team from product testing, event support and social content.