During the 2014 holiday season, the California lifestyle brand Hollister aimed to deepen engagement with its target audience to push Black Friday and holiday sales. Hollister motivated the We Heart It community to create and curate collections around the theme “Sparkle in SoCal” with a Hollister gift card prize.
Hollister saw an overall follower increase for both its canvas and Sparkle in SoCal collection during the campaign’s two-week duration.
Capturing the image aesthetic We Heart It members crave, Hollister created beautiful images featuring the brand’s latest fall and winter styles.
The Sparkle in SoCal community activation generated more than 2.8MM hearts. The campaign delivered against key brand KPIs and increased brand awareness & engagement during essential shopping months.
Hollister’s native ads were virtually indistinguishable from user generated content and resurfaced on the All Images and Search feeds for many months after the campaign ended.