Social Tourist on TikTok Live

A social-first brand deserves a social-first launch.

In the Fall of 2021, Hollister worked with TikTok to create a livestream experience to launch the second installment of their brand Social Tourist. The brand, created in partnership with Creators Charli and Dixie D’Amelio, tapped into drop culture and the sisters’ celebrity to make its first collection a viral success.

For their second collection, we decided to up the ante. We created a 30-minute Live Stream event, streamed from Charli’s account for maximum reach, that was part fashion show, part game show and fully shoppable. Plus, the D’Amelios tapped their famous Creator friends to wear select pieces of their collection, walk the runway and participate in the fun and games. At the time of it’s airing, the Social Tourist fashion show was top performing branded live stream of all time, thanks no double to the social power of its star creators (and the cute clothes).

In addition to the livestream, we also created a Branded Effect using visuals and colors from the collection that fans could use to create content leading up to the event. And of course, Charli and Dixie created teaser and BTS content before and after the event to hype the collection.