Hot Topic
Client
Subculture Study & Creative Breif
Project
Strategist
Role
The Ask
(1) Research a subculture
(2) Choose a client that best targets your subculture group
(3) Develop a creative brief for that client
Why Horror Fans?
We started this study in October, with Halloween approaching we were interested in people who seek horror beyond this month— those who root it into their lifestyle.
We wanted to learn the ins and outs of their passion for horror to highlight how they set apart from the bandwagon halloween fans, as true horror fanatics
Quantitative Research
We had 128 respondents to our Google Survey all located in Richmond and the surrounding areas of Virginia
Shared on r/rva
Shared on FB groups: RVA Horror Club, True Crime Podcast Reviews, and Richmond Paranormal Society
Shared through personal IG stories
Initial FIndings
37.5% Said they decorate their home in gothic decor all 12 months of the year
— Google Survey
83.3% Said They feel highly comfortable around horror
— Google Survey
The same 37.5% also described their style as punk-rock, gothic, and alternative
— Google Survey
100% Said they have enjoyed a horror related activity with a family member or friend
— Google Survey
Qualitative Research
We visited Kings Dominion Haunt, Red Vein, and conducted three in-depth interviews.
Kings Dominion Haunt
We collected observations and interviews while walking around and waiting in lines.
Red Vein
We collected observations and interviews while waiting in line to go through their haunted trail.
3 In-depth Interviews
We conducted interviews with two people we met at Red Vein and one student, all via zoom.
we discovered that horror fans are…
Artists. Podcasters. Writers. Movie Fanatics. Students.
Artists. Podcasters. Writers. Movie Fanatics. Students.
Friends. Comic-con goers. RVA Locals. Overthinkers. Rebellers.
Friends. Comic-con goers. RVA Locals. Overthinkers. Rebellers.
Paranormal Believers. Story Tellers. Protagonists. FInal Girls*
Paranormal Believers. Story Tellers. Protagonists. FInal Girls*
Finial FIndings
Horror is a gateway for fans to express and talk about themselves without fear of judgement.
Horror is a Refuge where fans can safely explore their fears and find strength in surviving life’s obstacles.
Horror is a unifier because fans bond over simultaneously sharing the same emotions and reactions.
Horror Fans x Hot Topic
We chose Hot Topic as the client that can best target horror fans.
In an effort to remain relevant, Hot Topic became mainstream by broadening their merchandise to cater to trending pop-culture. This move cost them their authenticity in the eyes of their target audience. They’ve started fixing this problem by partnering with threadUP, creating Hot Topic Replay. Together, they’re bringing back the original Hot Topic apparel that their target audience has been searching for.
Our creative brief is designed to inspire a campaign for Hot Topic Replay.
The Breif
Background
In the early 90’s Hot Topic emerged as a robust representative of counter-culture retail stores. However, in the wake of intensified competition, it is struggling to distinguish itself authentically.
Target Audience
Bearing the burden of life’s challenges, horror fans sense the world is against them. In their quest for a distinctive identity, they explore eras and trends of the past, finding clothing that has a story like their own.
Objective
Reposition Hot Topic to strengthen customer relationships and loyalty.
Insight
Horror fans are the protagonists of their life, who survive against all odds.
problem
Hot Topic has become mainstream by following established trends, yet horror fans push against normality.
Strategy
Infuse the brand with the resilience of the “final girl” mindset by featuring pre-loved clothing that, much like them, has endured and triumphed against all odds.
This work was created alongside the talents of Emma Connelly and Nick Popeck.