In the post-Kardashian era, the marketing power of social media, especially among younger consumers, has become undeniable. That leaves brands that cater to teens and young adults no choice but to turn to influencers, who can easily collect tens of millions in social media followers.
Click here to read the story at retaildive.com.
Discussion Questions:
- What are “influencers” as it relates to marketing?
- Why is social media such a powerful marketing tool?
- What is a target market?
- Who is Hollister targeting with this campaign?
- Based on information from this story, describe Hollister’s ‘Social Tourist’ campaign.
- What do you think the brand hopes to accomplish with this campaign?
- What is the promotion mix?
- How might this campaign from Hollister demonstrate the concept of promotion mix?