Actual Hipster Marketing

V. Actual Hipster Marketing with brands.

1.Herschel; world leading Canada backpack brand

Herschel backpack is easily spotted among a preppy teenager who rides bike to school. Herschel Supply Co., founded by Lyndon and Jamie Cormack in 2009 and started to grow enormously since the founding years. In 2009, 8,00 backpacks were sold and it became recognizable brand as they sell millions of merchandises around the world in 8 years later. Nowadays, Herschel has about 5,00 stores around the world. Merchandise of Herschel is easily founded at the trendy and alternative concept stores around the world such as Colette in Paris, Urban Outfitters and et cetera.

What makes them to achieve marvelous success in very short term could be explained in 4 elements;

elaborated marketing means

Herschel is smartly using Instagram for their marketing strategy with feed regards with their products that has been followed by more than 783,000 followers. Allison Butula, Herschel’s Social Media Manager explains that they mainly focus on sharing feed and stories from real people, regardless of customer or not, in order to make brand famous not for their selling. Herschel bring the hashtag #WellTravelled into vogue in Instagram which contains now more than a million posts. Posts with this hashtag and picture of Herschel products has become recommendations of old customers who really got satisfied to future customers.

One of the keys of this successful output with Instagram is using real customers’ storytelling rather than advertising product details by Herschel itself since customers get more interested in true experience of the brand by actual customers when potential customers try to buy products among numerous brands. With their marketing strategy which has been used through Instagram, fame of Herschel has been grown rapidly with WOM.

d. partnerships with related

By 2006, PBR had made combined annual growth of 55% and had almost doubled its volume. Moreover, it had grown a minimum of 10% in each state, and 50% in more than 30 states. From 2008 to 2012, it became one of the top-growing beer brands in the United States.

As the new hipster movement spreads, it made PBR famous over the States. With many efforts, PBR became the identity for a cool beer.

Moreover, a new phrase came out through the New York Times in 2004; “The Marketing of No Marketing”. And PBR was named one of Fast Company’s Most Innovative Companies.

PBR could receive a huge attention and success because of stories that had been shared by people especially hipster; the story of unpretentious brand truthfully supports and concede own characters of individual, coolness and creativity. As now, PBR tries to keep in touch with hipsters closely is as closely associated with hipsters as Arcade Fire and ironic facial hair. Therefore they can expected to receive a return from the other brand story by WOM, words of mouth.

d. Find your target and keep them