Hollister Co. + AwesomenessTV Announce 2018 Partnership
GlobeNewswire 15-Feb-2018 12:25 PM
The Carpe Life Premiered This Week on AwesomenessTVs YouTube Channel
NEW ALBANY, Ohio, Feb. 15, 2018 (GLOBE NEWSWIRE) -- Hollister Co., a division of Abercrombie & Fitch Co. (NYSE:ANF), and the global retail brand celebrating the spirit of endless summer, announced the continuation of its innovative partnership with media company, AwesomenessTV for 2018. Hollister aims to create unique brand experiences for its customers and looks to inspire them by creating emotional connections through discovery. As part of that, Hollister works with media partners to stay at the forefront of consumer engagement, exploring new ways consumers can connect with the brand.
Hollister and AwesomenessTV, a leading destination for Gen Z, both saw success through their partnership in 2017 and are continuing it in 2018. The retailer and media company launched its 2018 series, The Carpe Life. This is a 12-episode original series that ties back to Hollisters marketing campaign, Carpe Now, which encourages customers to seize any and every moment, living the spirit of summer every single day. The series is hosted by influencer, Hunter March, and other social influencers will be featured in each episode.
Beginning in 2017, Hollister partnered with AwesomenessTV, to launch This is Summer, an original series and integrated campaign aimed at inspiring Hollisters Gen Z audience through live events, an original soundtrack with music videos, and purpose-built brand integrations into existing AwesomenessTV formats. The collaboration allowed engagement with customers in a new and authentic way and through a Nielsen study commissioned by AwesomenessTV, This Is Summergenerated significant lifts across all key brand metrics, including Affinity, Purchase & Recommendation Intent. All metrics sawdouble digit liftsand were all above the Nielsen branded content performance averages. In addition to the original series, The Carpe Life, Hollister and AwesomenessTV will host two events in 2018, including the AwesomenessTV x Hollister Beach House, featuring the Hollister Swim Squad and event entertainment by artist GRYFFIN. Hollister will also be present alongside AwesomenessTV at VIDCON. More details to be announced.
We are looking to build powerful, emotional connections with the consumer and join them throughout their discovery journey. AwesomenessTV is a great space for that, as they were created to reach GenZ. The medium Awesomeness provides for authentic and meaningful entertainment engagement is game changing and we are looking forward to our partnership growing and evolving in 2018, said Will Smith, Chief Marketing Officer at Abercrombie & Fitch Co.
"The Hollister partnership represents, in our view, what the future of modern advertising and branded storytelling actually looks like, said Harley Block, SVP, Brand Partnerships for AwesomenessTV. By leveraging the relationship we have with Gen Z, together with Hollister we were able to create a standalone piece of IP in This is Summer that met this audience in various ways everywhere they consume content and experiences. Taking all of our learnings from 2017 and doubling down this year on The Carpe Life for 2018, is something our entire company could not be more thrilled about.
View the new series on the AwesomenessTVs YouTube Channel. New episodes will appear every month.
About Hollister Co. The quintessential retail brand of the global teen consumer, Hollister Co. celebrates the liberating spirit of the endless summer inside everyone. Inspired by California's laidback attitude, Hollister's clothes are designed to be lived in and made your own, for wherever life takes you. A division of Abercrombie & Fitch Co. (NYSE:ANF), Hollister provides an engaging, welcoming, and unique shopping experience through its global e-commerce websites and its approximately 540 retail locations.
About AwesomenessTV AwesomenessTV is a leading destination for original programming serving the global Gen Z audience. AwesomenessTV creates premium content that is distributed across thirty platforms includingHulu,Netflix,YouTube,go90, iTunes, Instagram, and Snapchat. AwesomenessTV series include Freakish, t@gged, Foursome, Guidance, Royal Crush, among many others. AwesomenessTV is a division of Awesomeness, a multi-platform media company owned by Comcast NBCUniversal, Verizon and Hearst. Check outwww.awesomenesstv.com.
Media Contact: Mackenzie Gusweiler Abercrombie & Fitch (614) 283-6192Public_Relations@anfcorp.comInvestor Contact:Brian LoganAbercrombie & Fitch (614) 283-6877Investor_Relations@anfcorp.com