Hollister’s Instagram Strategy Gives Hope to Social Retail

Gains traction with music clips

While sports marketers continue to be mainstays in the Adweek/Shareablee top 10 brands on Instagram video weekly chart, Hollister is a rare retailer to garner a slot in our rankings.

The New Albany, Ohio-based clothier has 1.2 million Instagram followers while posting 21 social clips in the last month. In other words, the company is uploading a new 15-second video nearly every weekday.

Coming in at No. 7 this week, its spot features a brief interview with the music performer St. Lucia, as well as footage of his performance at the brand's Hollister House, a Santa Monica, Calif.-based party spot the marketer debuted in May. The fashion merchant, part of Abercrombie & Fitch Co., also ranked No. 7 last week by interviewing pop artist Zendaya at the venue.

Such millennial-focused marketing efforts are obviously leveraging the audiences of musicians to rack up brand impressions on the mobile-social video/photos app. But Hollister appears serious about its Instagram aims, as it was the first teen-focused brand to test the platform's nascent ad unit, while seeing such promos get brand recall lifts as high as 32 percentage points.

"It's one of the best visual platforms for social," said Craig Brommers, Hollister svp of marketing.

Here are the rest of this week's top 10 in this multimedia infographic, which allows viewers to watch last week's top videos while seeing what kind of organic reach the brands created.

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