Case Study:

A$AP MOB SHOP

  • Winner:
  • Won Retail and Fashion/Style categories by the Interactive Media Council

Project Overview:

In January of 2013, RCA Records partnered with GENERATOR to create A$AP Rocky’s Official Store, which generated incredible interest and sales. Based on the massive success of the Rocky store, RCA and GENERATOR created the A$AP Mob Shop, a boutique, fashion-forward commerce destination showcasing the entire A$AP Mob’s unique style and brand. The store included an edgy photo campaign that was shot in-house, and featured candid images of A$AP Mob members on tour to further increase the connection from fan to brand.

STRATEGY

GENERATOR developed a highly-customized store for the A$AP Mob, rich with interactive shopping features, alongside an expansive and frequently updated range of music products and merchandise to create an “evergreen” shopping experience.

Through a cooperative marketing strategy and creative campaign, titled “A$AP Vixens,” RCA and GENERATOR launched several awareness and revenue-generating marketing initiatives, including a Shoppable Video, a Previous Purchaser’s Club (the ”OG Club”), as well as investments in search marketing and extensive social media activation.

RESULTS

  • A$AP Official stores have received over 1M visits
  • The A$AP Mob Store was awarded in Retail and Fashion/Style categories by the Interactive Media Council
  • The A$AP Shoppable Video garnered over 226k views