American Eagle Focuses on Denim in Back-to-School Campaign
Apparel brand American Eagle released a new back-to-school campaign this week that emphasizes the joy of friends being reunited post pandemic.
Apparel retailer American Eagle unveiled a new back-to-school campaign this week under the tagline “Future Together. Jeans Forever,” which features actors Caleb McLaughlin, Jenna Ortega, Chase Stokes, Madison Bailey and singer Addison Rae.
Back-to-school campaigns this year carry extra significance, with many students returning to the physical classroom for the first time since the pandemic began. With that in mind, American Eagle is focusing its messaging on the joy students will likely experience being with their friends.
And with the return to in-person learning, wardrobes are likely to adjust as well, hence the brand’s emphasis on the denim category.
At the heart of the campaign is a 30-second spot that features the actors and singer frolicking outdoors in American Eagle’s new denim styles, such as a high-waisted flare and baggy “mom” jeans, among other items.
“As we celebrate the excitement of being back together, American Eagle’s ‘Future Together. Jeans Forever’ campaign symbolizes the brand’s continued mission to inspire positivity and support our customer’s freedom to be their unique self,” said Jennifer Foyle, president and executive creative director for both AE and Aerie, in a statement.
The campaign, for which the retailer partnered with marketing firm Keegan Company and production company ACRE Creative to create, will appear on paid social media including Instagram, Facebook, TikTok, Snapchat and YouTube, as well as on Bitmoji and Clubhouse.
In addition, American Eagle is introducing an augmented reality experience with Snapchat that it calls Dress Yourself, which enables shoppers to try on and shop selected looks from the brand’s back-to-school collection using the self-facing camera.
The apparel brand is also offering its first-ever digital clothing line in partnership with Bitmoji so users can dress their avatars in the latest styles by American Eagle. The retailer’s back-to-school campaign cast will help market the products via their own Bitmoji avatars.
With this latest campaign, American Eagle continues to demonstrate its prowess in speaking to the Gen Z customer, with a combination of appealing personalities, relevant messaging and the latest technology trends, AR and VR.
From: adweek
