In a previous post, we discussed how up-and-coming celebrities can amplify a brand message. Featured as a Flash of Genius in L2’s Digital IQ Index: Specialty Retail, teen retailer Aero partnered with YouTube sensation Bethany Mota in December with good results. Mota’s videos for Aéropostale have consistenly outperformed other content on the brand channel. Mota’s videos have an average of 690,000 views compared to the 35,000 for other Aero videos.
A recent study shows that YouTube celebrities can influence teens even more than traditional celebrities, and a look at Mota’s efforts shows why. Mota has seven million subscribers on her YouTube channel, where she regularly mentions brands she partners with. She designed a collaboration capsule with Aéropostale that received a lot of attention from Teen Vogue and other media outlets targeting millennials. Mota’s influence extends to Aero’s other social channels. The brand’s following increased by 32% to 150,000 followers in December 2013, just after the partnership.
And earnings suggest that a lot of Mota’s fans have purchased Aéropostale items. The retailer reported an increase in average unit retail, attributed to the success of capsule collections.