Directed by Michael Goldberg
Jeans campaign for American Eagle
In 2020, AE became the #1 jeans brand in the US among women of all ages, and men 15-25, overtaking Levi’s and Old Navy by gaining 6% market share and acquiring 6M new customers. The 'Make Moves' campaign featured real customers, and used the emotional power of music and dance to deliver a heightened product demonstration of flexibility, comfort and fit. The campaign was highly effective at shaping behavior, motivating purchase consideration, jeans trial and store visits; following exposure to the campaign, a majority of consumers considered making a purchase and wanted to try on AE jeans. Exposure to the campaign also increased positive brand perception across a range of attributes, most notably a +13% increase in customers calling AE a “cool brand” VS a decline in Levi’s (-11%) and Nike (-2%) over the same period.
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