Marketing Currents - Business and Marketing Current Events

Hollister launches ‘Social Tourist’ with teen influencers

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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:

  1. What are “influencers” as it relates to marketing?
  2. Why is social media such a powerful marketing tool?
  3. What is a target market?
  4. Who is Hollister targeting with this campaign?
  5. Based on information from this story, describe Hollister’s ‘Social Tourist’ campaign.
  6. What do you think the brand hopes to accomplish with this campaign?
  7. What is the promotion mix?
  8. How might this campaign from Hollister demonstrate the concept of promotion mix?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.

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