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Under the
influence: Building
successful brand
collaborations with
content creators JACEE SCOULAR
Sr. Director, Brand Strategy &
Communications
Hollister Co.
MARIO MORENO SEARS
CEO | Marketing Professional
Moonrise Social Club LLC
JACOB HAWKINS
Chief Marketing, Digital and
Omni Officer
Forever 21
Jacob Hawkins
Chief Marketing Omni & Digital Officer
Gen Z is expected to make up 20% of US population in
2022, accounting for 68 million tweens, teens and young
adults
Gen Z is more racially and ethnically diverse than previews
generations One-in-four Gen Zers are Hispanics.
GEN Z’ERS
Gen Z on track to tbe the best-educated generation
yet
Gen Zers are much more likely than those in older
generations to say they personally know someone
who prefers to go by gender-neutral pronouns.
Gen Z is reported to use social media 4+ hours per
day, almost double the US adult rate
OUR AUDIENCE
OUR APPROACH
Surround our Gen Z customers with a
tops-down and bottoms-up approach
to social
Tops down we integrate mega and
macro influencers into seasonal
campaigns and brand collaborations
Bottoms up we work with micro and
nano influencers to drive key outfitting,
shopping hauls, etc.
Barbie X Forever 21 launched on May 19th and is F21’s
most successful Barbie collection ever. The Campaign
features major TikTok influencers including Livvy Dunne
and Brook Monk to drive excitement around the
collection and launch. The campaign included a major
launch party with influencers and press hosted in LA.
Livvy Dunne
6.7M TikTok
2.7M Instagram
F21 X BARBIE
Ashley Moore
862K Instagram
Brooke Monk
27M TikTok
2.9M Instagram
Brynne Rosetta
1.5M TikTok
98K Instagram
INFLUENCER AND PRESS EVENT
EXCLUSIVE COLLECTION FT INFLUENCERS METAVERSE COLLECTION AND EXPERIENCE
ORGANIC AND PAID SOCIAL PRESS RETAIL EXPERIENCE
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Under the influence: Building successful brand collaborations with content creators

  • 1. Under the influence: Building successful brand collaborations with content creators JACEE SCOULAR Sr. Director, Brand Strategy & Communications Hollister Co. MARIO MORENO SEARS CEO | Marketing Professional Moonrise Social Club LLC JACOB HAWKINS Chief Marketing, Digital and Omni Officer Forever 21
  • 2. Jacob Hawkins Chief Marketing Omni & Digital Officer
  • 3. Gen Z is expected to make up 20% of US population in 2022, accounting for 68 million tweens, teens and young adults Gen Z is more racially and ethnically diverse than previews generations One-in-four Gen Zers are Hispanics. GEN Z’ERS Gen Z on track to tbe the best-educated generation yet Gen Zers are much more likely than those in older generations to say they personally know someone who prefers to go by gender-neutral pronouns. Gen Z is reported to use social media 4+ hours per day, almost double the US adult rate OUR AUDIENCE
  • 4. OUR APPROACH Surround our Gen Z customers with a tops-down and bottoms-up approach to social Tops down we integrate mega and macro influencers into seasonal campaigns and brand collaborations Bottoms up we work with micro and nano influencers to drive key outfitting, shopping hauls, etc.
  • 5. Barbie X Forever 21 launched on May 19th and is F21’s most successful Barbie collection ever. The Campaign features major TikTok influencers including Livvy Dunne and Brook Monk to drive excitement around the collection and launch. The campaign included a major launch party with influencers and press hosted in LA. Livvy Dunne 6.7M TikTok 2.7M Instagram F21 X BARBIE Ashley Moore 862K Instagram Brooke Monk 27M TikTok 2.9M Instagram Brynne Rosetta 1.5M TikTok 98K Instagram INFLUENCER AND PRESS EVENT EXCLUSIVE COLLECTION FT INFLUENCERS METAVERSE COLLECTION AND EXPERIENCE ORGANIC AND PAID SOCIAL PRESS RETAIL EXPERIENCE