Why The GLD Shop Teamed Up with
Caleb Hammett 'The Drip King'
The GLD Shop, born in Pittsburgh from the dreams of childhood friends Christian Johnston and Dan Folger, has evolved from a basement jewelry venture into a global lifestyle brand. GLD joined forces with influencer and UMass men's lacrosse faceoff specialist Caleb Hammett, also known as The Drip King. To clarify, 'Drip' signifies an individual's unique sense of style. During this collaboration, Hammett effortlessly integrated GLD jewelry into his 'Drip' content.
Campaign Objectives
How do we help diversify The GLD Shop customer base and expand its market reach, while maintaining its brand identity and appeal?
What type of content resonates most with Caleb's audience, and how can we help ideate content that integrates the jewelry into posts?
2) Content for younger audiences must to be short and straight to the point, funny, lighthearted, and authentic. For instance, Caleb can film a video wearing GLD jewelry, playfully suggesting it makes him feel as if he has superpowers that contributes to a better performance on the field.
3) Through our Data Measurement software, we will track metrics such as reach and impressions to assess how well the audience is interacting with the content.
From Hanover, Massachusetts, Hammett has established an impressive following of over 3 million devoted fans on platforms across TikTok, Instagram, and YouTube and is considered the largest social media influencer in lacrosse. Beyond athletics, Hammett is an entrepreneur who founded his own company, Dripstick, in 2022. Dripstick specializes in offering premium Eye-Black designed to reduce glare on the field. Hammett openly shares his faith in God on social media, which has allowed him to connect with his audience and advocate for values of humility and peace off the field.
The Drip King
Following a successful three-month period of six TikToks, Shop GLD extended their partnership with Caleb into a long-term, mutually beneficial collaboration.
