The 14th Annual Shorty Award winners are here! View the full list.

THE 14TH ANNUAL SHORTY AWARDS

The Shorty Awards honor the best of social media and digital. View this season's finalists!

Hollister X Lago Vista Snap Original Takeover

Winner in Snapchat

Audience Honor in Snapchat

Objective

The retail brand wanted to engage with their target market at scale in a bespoke and innovative way to make Hollister Jeans the #1 choice for confidence and comfort as teens looked forward to going back to school.

We know that teens are glued to their phones, and this was only exacerbated by the pandemic. Snapchat reaches 90% of 13–24-year-olds in the US and Snap Shows reach 10M viewers each month – 14X more efficient than TV at reaching Gen Z.

Hollister partnered with Snapchat to sponsor Lago Vista, the very first Snap Original, to be entirely shot by the cast on their phones.

In addition to creating 21 custom commercials featuring the Lago Vista cast (with 100% SOV on the show), seven custom AR Lenses were created, inspired by each cast member, plus Snap Select Commercials, to provide a seamless experience between the show while also driving users to site.

Strategy

The goal of this campaign was to introduce Hollister back into the Snapchat space by curating a fun and innovative activation to generate awareness of the brand to ultimately drive NTF customers to site

Results

The campaign ran within 30 total episodes, drove over 110M impressions globally, with +3.4 lift in brand awareness, and +5 in ad awareness. All videos drove view rates in the upper end of benchmarks (80%+). By incorporating AR Lenses to drive additional engagement, the campaign generated strong share rates (3.04%) and exceeded engaged playtime with users interacting with the lens between 5-13 seconds.

From here, users were served sequential messaging with jeans content through Snap Select Commercials. This strategy led to over 500K users to site at a 0.49% Swipe Up Rate.

Overall, this campaign seamlessly tied together a first-to-market global commercial takeover with custom sequential messaging to keep users engaged and ultimately drive viewers to site to purchase.

Media

Entrant Company / Organization Name

iProspect, Hollister Co.

Links

Entry Credits