Communication and Marketing Strategy for American Eagle

Our most recent marketing strategy for American Eagle was a comprehensive 360 communications and marketing campaign for Mother’s Day.

The Challenge

Our work required conducting trend and concept research, developing content for social media (videos and posts), crafting engaging storytelling, devising interaction strategies for social media (challenges and stories), organizing a live shopping experience, and conceptualizing and producing a photoshoot.

The Solution

Storytelling

Campaign Name: Like Mother, Like Daughter

Campaign Statement: Because, at the end of the day, we are not that different after all.

The marketing triggers were:

• communication strategy
• photoshoot strategy
• content strategy
• influencer marketing strategy
• email marketing strategy.

Content Strategy

We implemented a strong content strategy using both videos and photos.

Video Strategy

We capitalized on popular TikTok challenges to generate excitement, showcasing delightful moments between mothers and daughters.

Photoshoot Strategy

We recreated seven cherished moments typically shared between mothers and daughters, illustrating how even the smallest moments can be extraordinary when shared with one’s mother.

Experiential Marketing

To enhance the overall campaign experience and drive sales for Mother’s Day, we introduced a live shopping feature that allowed people to interact and feel connected. This live shopping event was later shared on Instagram to garner more views and increase exposure.

Results

Reach: over 2 million views

Engagement rate: over 10%

Live shopping: over 30K views

Sales goals: exceeded by 120%