Farmers Market Hawaii Apparel (FMHI): Hypebeast, Red Bull and Life is Beautiful

$155,897in online sales from a Hypebeast launch campaign, on a $13,850 project

My roleLead. I ran the campaign from the first planning meeting to launch day, with outside video, photo and web partners. I also led the Red Bull VIP activation at Life is Beautiful.

TeamMe as lead, with a video team, a photography team and a web and copy agency, all outside partners.

Budget and timeline$13,850 in actual spend for the whole project, against a $15,000 estimate: about $10,000 for the Hypebeast placement, $1,000 for media, $2,750 for the website build and $100 for copy. About seven months from the first planning meeting to launch, with the build in the final weeks.

Tim Hirata with two members of the Life is Beautiful team in festival shirts — With the Life is Beautiful team

Tim Hirata with five Life is Beautiful and venue staff in an office — With Life is Beautiful and venue staff

Video still: Life is Beautiful project: Red Bull and Farmers Market Hawaii Apparel (FMHI) — **Life is Beautiful project: Red Bull and Farmers Market Hawaii Apparel (FMHI)**Featuring Ian Clement, Marketing Manager, Red Bull Las Vegas. Contains one swear word.

Hypebeast launch campaign and resultsStrategy, build and release, from the project recap

The problem

A Hawai'i streetwear brand wanted to grow beyond the United States. The goal was to expand internationally, with Asia as the first market, so we timed the release to land in an international time zone as well. The brand also needed a new website and web store ready for the traffic.

What I did

Behavior strategy. Before launch, both stores ran a daily in-store contest. Winners were posted on a single web address, so customers had to remember it and type it in each day. That trained them to visit the old site and primed them for the new one.
The build. A new Shopify web store with new products, a landing page with five videos, new copy, a main slider, product shots, a custom Bitly link for tracking, and a Hypebeast package of three images, one main video and two links.
Testing. I reviewed the Hypebeast posts, the landing page, the web store, check-out, mobile against desktop, and analytics before anything went live.
One synchronized release. The Hypebeast article went live at midnight Eastern, the Instagram post followed, the new site went live in sync, and the internal team and brand ambassadors sent their networks custom links.
Life is Beautiful. Built an artist-lounge activation with Red Bull, from the first meeting to the product drop. Life is Beautiful went on to win Pollstar's Music Festival of the Year. The festival has since ended, but it remains a milestone for me, because I watched it grow quickly and got to build something inside it.
Recognition. The Las Vegas store was named "Best New Men's Boutique" in a local Best of the City list.

The result

Against Hypebeast's own benchmarksCampaign result as a percent of Hypebeast's benchmark

View as a table

Item	Value	Note
Time on page	230%	3:27 vs 1:30
IG comments	159%	159 vs 100
Shares	146%	729 vs 500
Instagram likes	114%	11.4K vs 10K

Source: my campaign recap, with Hypebeast's benchmarks. 100% is the benchmark.

Monthly visitors to the siteBefore and one month after the new site and Hypebeast release

View as a table

Item	Value	Note
Before	13,905	visitors in a month
After launch	31,644	visitors in a month

Source: site analytics, in my campaign recap.

$155,897

in online sales from the campaign, against a goal of at least $100K and a project cost of $13,850: about 11 dollars of sales for every project dollar

How this was measured: from my campaign recap. This is sales, not profit.

13,905 to 31,644

monthly visitors, the month after the new site launched. Sessions rose 156%, organic traffic 273% and bounce rate fell 59%

How this was measured: from site analytics, in my campaign recap.

2.3x

Hypebeast's own time-on-page benchmark: 3 minutes 27 seconds against 1 minute 30 seconds. The article also earned 729 shares against a 500 benchmark

How this was measured: from Hypebeast's analytics for the sticky article, in my campaign recap.

5,943

clicks on the custom links the team and brand ambassadors shared, with 7,785 visits to the site on launch day

How this was measured: from the Bitly link and site analytics, in my campaign recap.

What I am not claiming. The Hypebeast placement was a paid partnership, which is why the project cost is shown next to the sales. The $155,897 is online sales, not profit. The Instagram benchmarks come from Hypebeast, not from an outside source.

Reference

"Tim is adept at utilizing what he has, often within small budget perimeters. It was this particular skillset that helped this campaign far exceed expectations."
Blane S., Account Executive, Brand Partnerships, Hypebeast

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