hollister collective
THE STORY
Archrival recruits, hires and manages a brand ambassador team of charismatic high schoolers who live and breathe the Carpe Now endless summer lifestyle Hollister represents. They connect with their peers and consumers to increase brand love and drive sales at retail.
$3.5MM budget, 60 brand agents, 300+ micro influencers, 4 strategic markets
ROLE: PM + SENIOR PRODUCER
As a Project Manager, I was responsible for all things budget-related, resource management, project planning, copy editing, as well as ensuring Archrival’s creative excellence.
My Producer responsibilities at HCON included managing production timelines, building ROS, maintaining vendor relationships, visual merchandising, and being the
on-site team lead.
hcon
An immersive 3-day training at Hollister HQ in Columbus, OH where brand agents get a hands-on experience and learn all about what it means to be a brand ambassador in the Hollister Collective.
content creation
Agents inspire consideration and purchase intent using their sphere of influence within their community, school and social following. They’re responsible for creating buzz in their own unique ways that resonate with their peers. They participate in campaign shoots as well as create content for new arrivals outfits prior to their release in store.
insights
Agents collect insights and key data to help Hollister better understand their teen consumer, consumption habits, clothing trends and youth culture.
