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Hoonigan produces a massive amount of rich, immersive content. They also sell custom merch and automotive parts. To increase content consumption and drive ecommerce sales, Hoonigan turned to Guidance. But with an audience that prides itself on a raw, authentic vibe, the solution had to embrace and embody that brand experience to succeed.
Hoonigan is the name of the brand, but it's also much more than that. They define it as "an entire subculture fueled on the shared passion of going fast and breaking things." A Hoonigan is also their coined term for a person who lives that passion out loud. For Hoonigan, the brand is unconditionally, unequivocally, all about identity. It's expressed through media production, racing and motorsports, apparel and product collaborations, and experiential events, aimed at a young, largely male, auto-centric audience.
“We used custom short codes to pull information from out-of-the-box Shopify endpoints to display in multiple areas of the site which significantly reduced site management overhead. We also created custom Chrome extensions to give Hoonigan the opportunity to utilize attributes within the Shopify Backend. All of this is hosted in Shopify, so this reduces the risk of relying on 3rd party hosted apps.”
“Shopify Plus enabled the Hoonigan project by offering an extensive marketplace of apps, allowing for the enhancement of the base platform without a large development undertaking.”
Guidance re-platformed Hoonigan on Shopify Plus prior to their Amazon Prime TV show debut. Customized integrations accommodated Hoonigan's furiously fast content production while weaving product purchase opportunities into the experience.
The migration and redesign also led to rapid increases in revenue, conversion rates, and average order values.
Gold Winner in Entertainment
Silver Winner in Video/Motion Graphics
Silver Winner in Visual Appeal - Aesthetics
Silver Winner in Branding
Hoonigan engaged Guidance for an ecommerce migration project to improve the shopping experience for their gear, and integrate cross-sell opportunities into their content. With a TV show debuting soon on Amazon Prime, time was of the essence.
Hoonigan had already selected Shopify, and tasked Guidance with a mission aligned to their own ideals: going fast and breaking things. For Guidance, the breaking was of boundaries – by creating an aggressive, unorthodox solution on a platform known more for its ecommerce strength.
The new site is an entertainment experience that authentically supports and promotes product purchases. Behind the scenes, customized integrations extend the capabilities of Shopify Plus and allow for consistent, intuitive content management.