Good Vibras
Hollister Co.
Hollister has been on an ongoing journey to amplify BIPOC voices — and listening to the brand’s Gen Z customers about how Hollister can do so authentically has been a core component of that work.
Our north star was to create a program designed to uplift and support Latinx voices, and engage with the Latinx community in an authentic way.
An integral part of the strategy and process was to talk to our Latinx consumer via a series of research and ensure that this program was led by and built with Latinx.
After months of planning and research, in 2021 Hollister was proud to officially launch Hollister Good Vibras, a first-of-its kind, long-term program dedicated to the Latinx creator community.
Through the Good Vibras program, Hollister works with up-and-coming micro Latinx creators to develop social content and original music, all while supporting the creators’ growth and amplifying their voices.
Meet the 2021 Good Vibras Collective
Andrea
Alejandra
Andrew
Angel
Gale
Brandon
Giselle
Diana
Jojo
Erika
Julian
Francisco
Paola
Lennon
Vanessa
Pohelette
The inaugural collective featured 16 hand selected, up-and-coming Latinx creators across the fashion, music and comedy verticals on TikTok and Instagram, representing six different Latinx heritages.
Throughout the program, the creators engaged the Latinx community on social every month through evergreen content creation.
Hollister also opened up our own platforms to amplify their voices via IG Takeovers and Lives themed around their passions – whether that was fashion/outfitting, or having an open conversation about Latinx identity and language.
In honor of Hispanic/Latinx Heritage Month, Hollister released a bilingual, made-for-TikTok Latin pop/hip hop album.
The album was produced by the Good Vibras’ music creators and utilized as TikTok audio by the full collective (32 total creators). It’s available for streaming on all major music platforms.
No program is complete without celebrating the meaningful relationships built – Hollister flew the creators to Hollister HQ for a retreat in November, where they bonded, brainstormed, heard from speakers, and worked on their content strategy with mentorship from the Hollister team.
4.5MM total impressions
for Good Vibras creators on TikTok across course of the program
97% follower growth
across creators’ organic content
206 pieces of content
22MM press impressions
“Thank you for an opportunity to be a part of something I never would've thought could've been possible where I come from! Thank you for the guidance and mentorship.” – Angel Ortiz
“Working with Hollister has helped me not only as a creator, but in my own personal life to make me more confident and know that I’m capable of creating amazing things.” – Francisco Viera
