American Eagle realized they were not connecting with a new generation of shoppers. The Gen Z consumers were reluctant to engage with traditional marketing efforts and unaware of American Eagle’s updated product offerings and retail experience. 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.
Young creators have an affinity for re-appropriating fashion to make it their own. They mix and match brands, price points, looks and more. Additionally, they are internally motivated to contribute to social good. Set Creative created a solution that spoke to both.
First, we launched an influence creator experience at the flagship Union Square store. To begin the American Eagle story with influencers, we offered them the opportunity to customize their denim, their way. This fueled a social campaign that laid the groundwork for the story in the days leading up to live delivery in New York.
Next, we created a limited run of ‘creator kits’ as part of the consumer engagement. The first 200 consumers to respond to our moves on social by opting in and donating time to youth arts received a pair of jeans and a creator kit with same-day delivery. This action generated donations to local underprivileged youth arts organizations, supporting the next generation of creatives.