America Eagle was in a bit of a pickle – facing losses and a shaky economy.
The retailer needed a HUGE win, especially for back-to-school. Their move? Go all-in on denim and team up with the one and only Sydney Sweeney.
Spoiler alert: It worked.
Inside the Campaign
AE made a massive investment in Sydney's star power. They went all out with high-impact out-of-home activations, splashing Sydney's image across a 29-story 3D billboard in Times Square and utilizing 360-degree video on the Las Vegas Sphere.
Beyond these grand visuals, they strategically met Gen Z where they live online, investing in media buys across CTV, Snapchat, and, for the first time, BeReal.
On Snapchat, they even added a personal touch with messages from Sydney delivered directly to users. A groundbreaking move for the brand, Sweeney also modeled both men's and women's styles, even featuring in men's windows and jeans sections, truly showcasing her broad appeal "across genders."
The Impact
This wasn't just a pretty ad campaign; it generated immediate and significant financial results.
American Eagle's stock surged dramatically, translating into a jaw-dropping $500 million increase in American Eagle’s market value, adding an estimated $310 million to its market valuation in a single day.
The sheer social media buzz and public excitement around the campaign even positioned American Eagle as the latest example of a meme stock, illustrating how online hype can directly influence market performance.
Unboxing American Eagle's Campaign
Sweeney is no stranger to lending her likeness to brands, which have included Hey Dude shoes and more recently Dr. Squatch soap bars. Here’s what made the partnership with AE outperform all of the others:
Authenticity is EVERYTHING: This was a match made in marketing heaven. Sydney is a quintessential Gen Z icon with undeniable cross-cultural appeal and media pull—the very reason brands like Dr. Squatch wanted to partner with her too. Her fans want to be her, and AE's jeans let them dress like her. When your influencer genuinely fits your brand, it resonates deeply.
Your Play: Don't just chase the biggest name. Find influencers who authentically embody your brand's values and genuinely connect with your target audience. It's about fit, not just fame.
Go Where Your Audience Lives (and Get Personal): AE didn't just buy ads; they engaged on platforms like Snapchat with personalized messages. They went to Gen Z's turf.
Your Play: Know your audience's digital hangouts. Then, go beyond just pushing ads – create content that feels personal and speaks directly to them on those platforms.
Bold Moves Can Lead to Big Wins: Facing a challenging year, AE made a significant investment. Sometimes, you gotta take a calculated risk to get a massive reward.
Your Play: Don't shy away from investing big when you have a well-thought-out strategy and the potential for a high ROI.
Dare to Be Different: Sydney rocking men's styles was a clever twist that expanded their reach and buzz.
Your Play: Look for innovative angles or unexpected pairings that can make your campaign stand out and appeal to a broader audience.
While the campaign certainly generated buzz – and plenty of debate – it's crucial to acknowledge its undeniable impact: it went viral, American Eagle's stock surged, and the brand is definitively back in conversations.
But here's where the real opportunity lies for AE. They've found a winning formula, a 'great jeans' script that's ripe for repetition.
Imagine the same cheeky wordplay, the same undeniable appeal, but with a fresh face – a person of color with similar cultural cachet to Sydney. It would send a powerful message that 'great genes' aren't tied to one aesthetic, and truly solidify American Eagle's position as an inclusive, forward-thinking brand.
It will be incredibly interesting to see what AE does next.
So, there you have it: turns out, "great jeans" aren't just for looking good – they're for making bank.
The Packing Peanuts
A collection of links to stuff I think are worth sharing.
SEO Still Isn’t Dead - Search Engine Land’s Lily Ray explains how SEO and AI now intersect and what it means for your strategy.
Mention.click - A tool to find Reddit discussions for your product so that you can connect with potential customers organically.
Media Cheat Sheet - A very useful guide to bookmark for social media and ad specs.
Shorter Ads, the Better - Meta video ads under 30 seconds now auto-loop, so keep ‘em short and sweet to boost impressions without extra spend.
What’s in a Name? - Branding legend David Placek, the person behind over 4,000 brand names, explains the process for creating billion-dollar brands.