The David Dobrik Store

Ask a teenager: YouTubers are making traditional celebrities extinct. In fact, of the two, 70% of Gen Z YouTube subscribers find YouTube creators more relatable. That phenomenon has catalyzed new online revenue streams, perhaps none as successful as Fanjoy. The online retailer struck enormous success customizing and selling merch for an impressive roster of YouTube creators, but were hungry to diversify further with in-person sales opportunities. So Fanjoy approached Movement Strategy with a straightforward ask: build a pop-up activation to coincide with a NYC visit from one of their biggest YouTube stars, David Dobrik. Two directives emerged as the Movement team strategized the experiential logistics of the pop-up. First, we had to move units quickly, which meant figuring out how to serve thousands of waiting fans in a store space that only allowed for 75 shoppers at once. We also had to satiate David’s fans’ craving to experience something new and remarkable, which meant building something that felt like an authentic extension of their immensely personal connection to David. Our hyper-efficient in-store setup helped us move over 4k units of Fanjoy merch in only 2 days of operation, at an average rate of 4 units per minute. Impressed with our pop-up’s setup and operational efficiency, Casey Neistat (co-founder of 368), broadcast two videos showing off the setup and the crowd management, tallying 1.41M views on Twitter, and 1.7M views on YouTube.