Public Relations & Media Outreach

Hype & Vice x ASU HERstory Campaign

Client: Sun Devil Campus Stores (Follett Higher Education) & Hype & Vice Role: PR Strategy, Media Outreach, Influencer Coordination

A PR campaign celebrating women's empowerment through collegiate fashion

Campaign focused on how Hype & Vice, a female-owned college apparel brand, celebrated ASU’s Women’s HERstory Month by collaborating with women-led organizations. There was an emphasis on an exclusive interview with Hype & Vice co-founder Kimberly Robles. The pitch will echo the campaign’s core message, demonstrating the importance of highlighting powerful women on campus and in fashion

Goal:

The overall goal for the media plan was to amplify the partnership between Hype and Vice and Sun Devil Campus Stores by celebrating women’s empowerment through collegiate fashion. By leveraging Women’s HERstory month and collaborating with ASU female-led clubs such as Women’s Coalition, Women’s Ice Hockey team, and Boss Up.

Objectives:

Strengthen relationships between ASU clubs/teams and Sun Devil Campus Stores.
Increase brand engagement by positioning Sun Devil Campus Stores as a place for trendy clothing for college students.
Encourage students, alumni, and fans to engage with the Hype and Vice collection at Sun Devil Campus Stores through this collaboration.

Sun Devil Campus Stores’ public relations team will secure media coverage through local media outlets, broadcasting platforms and social media to highlight the impact of women-led businesses and student leadership. The public relations team will arrange an interview with Hype & Vice co-founder Kimberly Robles and Sun Devil Campus Stores representatives to discuss the significance of women’s empowerment in collegiate fashion and the Sun Devil Campus Stores offerings. The public relations team will also reach out to influencers, ASU female-led clubs and teams to have them model Hype & Vice for a HERstory month style photoshoot.

The pitch will focus on how Hype & Vice, a female-owned college apparel brand, is celebrating ASU’s Women’s HERstory Month by collaborating with women-led organizations. There will also be an emphasis on an exclusive interview with Hype & Vice co-founder Kimberly Robles. The pitch will echo the campaign’s core message, demonstrating the importance of highlighting powerful women on campus and in fashion

Featured Coverage: Arizona's Family

Press Release: Women-owned clothing line celebrates ASU’s HERstory month

Hype & Vice, a woman-owned collegiate apparel brand known for redefining university fashion, has been making its presence known at ASU’s Sun Devil Campus Stores since 2015 with its trendy, school-spirited gear.

In honor of Women's HERstory Month, ASU’s Women’s Coalition, Women’s Ice Hockey team and Boss Up came together with Hype & Vice for a special photoshoot celebrating powerful women in sports and leadership. The campaign showcases these organizations wearing Hype & Vice apparel, highlighting their unity and impact at Sun Devil Campus Stores while reinforcing the importance of representation and empowerment.

“As women, we need to have more confidence because we are just as capable of doing great things,” Kimberly Robles, co-founder of Hype & Vice said. “Representation matters, and seeing women lead — in sports, business, and beyond — proves that we belong in every space.”

By featuring student leaders and athletes across ASU, the campaign underscored the influential role of women across various fields at ASU and ASU’s Sun Devil Campus Stores.

We’d like to arrange a time this month for you to speak with Hype & Vice’s Kimberly Robles and representatives of Sun Devil Campus Stores about the importance of championing women-owned businesses.

Thank you for your consideration. We look forward to working with you.

Digital Marketing & Influencer Outreach

Led the public relations team in reaching out to influencers, ASU female-led clubs and teams to have them model Hype & Vice for the HERstory month style photoshoot. Led to successful collaboration and coordinated photoshoot with three organizations: Boss Up at ASU, Women's Coalition at ASU and ASU's Women's Ice Hockey

Results

$770

Ad Value Equivalent

3m34s

Broadcast Segment

9,629

Live Viewers

1,339,355

Unique Monthly Visitors

15,012

Instagram Followers Reached