Presentation from NRF 2023: Retail's Big Show Jacob Hawkins, Forever 21 Jacee Scoular, Hollister Co. Mario Moreno Sears, Moonrise Social Club LLC Brand and content creator collaborations can drive big results but authenticity must lie at the heart of the relationship. Finding the right partner with shared ideas, goals and expectations, but also able to meet key performance expectations is crucial. In this session we talk to Hollister and Forever 21 about their experiences of what makes a successful brand collaboration.

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