Art of the Cap paired five Olympic athletes with five artists to design limited-edition swim caps for five worthy causes. By combining athletes, charities, and artists, Art of the Cap offered a unique way to engage with the consumer. We used the social media channels of the athletes, charities, and artists to raise awareness and bring the communities together. The collectable swim caps were sold exclusively on SpeedoUSA.com at the height of charitable giving. Hello crafted a digital destination where people could learn about Art of the Cap, get the athletes’ stories, and learn about the causes through immersive storytelling.

42% of all the limited edition swim caps sold out on the first day with the remainder of the caps selling out in less than a week. Speedo's social fan base increased by double its average growth rate during the campaign. The audience retention rate for the Art of the Cap videos was 86% better than the average YouTube video of similar length. We were looking to create quality over quantity and make sure we connected with the right audience—people who love swimming and the water. It worked—total impressions for the campaign capped out at 24.4 million.