Creating social buzz among Gen Z consumers for American Eagle


Creating social buzz among Gen Z consumers for American Eagle

The launch of the AE Creator Lab paired with a social campaign to create the ultimate shareable moment.

The Challenge

There's a whole new generation of shoppers coming on the scene: Generation Z. Retailers are now confronted with the challenge of engaging with this demographic, that doesn’t respond to traditional marketing efforts. American Eagle was no exception. They asked Set Creative to conceive, design and deliver a creative brand experience that would connect with Generation Z with the goal of  generating social content and driving traffic to their flagship in NYC.

One thing that sets these young creators apart from previous generations is an affinity for re-creation—appropriating brands and assets, and repurposing them to make something uniquely their own. Set Creative seized on this truth, leveraging it to turn American Eagle into a canvas for co-creation while creating an opportunity to contribute the community and to social good.

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Our Approach

Set Creative's strategy was twofold. First, they launched the AE Creator Lab at the company's flagship #AEStudio on Union Square, fueling a social campaign and building a story leading up to the a live delivery in NYC.

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Second, came #AEJeans On Demand. 200 consumers who donated time to local youth art charities received a same-day delivery of a new pair of jeans, coupled with a limited-edition creator kit for maximum personalization.

The Results

Set Creative sold out on all 200 kits in less than three hours. The activation itself achieved a 9M+ social reach, 4.5M+ impressions, 40K+ social engagements, and 100+ social posts.

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