Audience: Teenagers and young adults into emo music, concertgoers, and longtime fans of certain bands/artists marketed in Hot Topic store locations and their website.

Obstacles: Sharing the passion of musical artists and fandom so that consumers can metaphorically step into the shoes of rockstars they idolize and channel their energy.

Solution: Crafting a series of ad campaigns with impactful visuals to promote top selling artists that resonates with Hot Topic’s target audience.