Back to School Campaign for American Eagle

The American Eagle 2020 Back to School campaign was co-created with a diverse group of young TikTok creators including influencer Addison Rae. Designed to be entertaining and inspire other young creators on TikTok, the campaign was produced in partnership with real customers who styled their own outfits, choreographed their own dance moves and shot their own video. The resulting campaign delivered a heightened product demonstration of AE jeans, using the emotion of music and dance, while embodying a bold, authentic TikTok aesthetic that's especially relevant to the Gen Z target. The campaign was launched in TikTok and quickly went viral, notching up more that 80 million organic views in Social, and over two billion total impressions, delivering more engagement and higher ROAS than any campaign in the brand's 43 year history. Honored by the 2021 Webby awards, the campaign increased positive perceptions of the brand across a range of metrics, notably 'representing diversity’, 'cool factor' and 'offering stylish clothing’, and it inspired action, with a majority of consumers considering a purchase following exposure.

Directed by Michael Goldberg

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