The 'AExME' brand platform was developed for American Eagle at a time when the brand was seeking to engage and build relevancy with a new generation of young consumers. The platform inverts the typical structure of brand communications, making the customer not only the focus, but also the co-creator of the content; from doing their own product styling and makeup, to taking their own photos and video, the cast of real customers were fully empowered as creative partners. As well as garnering industry praise for its groundbreaking approach, a majority of consumers considered making a purchase and wanted to try on AE jeans following exposure to the content. The platform also increased positive brand perception across a range of attributes including ‘commitment to diversity and body positivity’, 'cool factor', 'having a bright future' and 'offering stylish clothing'.
