Hollister entered an extended partnership with TikTok to build trust with its core demographic, high schoolers.

Hollister kicked off its first class of the Hollister Collective, a long-term program with a group of more than a dozen up-and-coming Gen-Z TikTok creators, in June of 2021. Those in the collective, which wrapped up its first class at the end of February of 2022, posted regular content to support marketing efforts, led Instagram live shopping and story takeovers on the Hollister account as well as wrote and produced custom music to use on TikTok and in-store.

Influencer marketing experts say Hollister’s approach is on-trend as brand marketers are increasingly asking for extended partnerships with creators.