Earlier this year, American Eagle Outfitters took to TikTok to utilize the app's in-feed video feature. The campaign proved to be multi-faceted and to carry benefits both for the fashion brand, as well as the social media platform.
The label's back-to-school initative targeted students and its presence on TikTok was part of a broader campaign for the AE x Young Money 2019 fall collection which supported a collaborative effort with rapper Lil Wayne. On the social media platform, American Eagle Outfitters "piloted TikTok's [then brand] new in-feed video ad" feature. In addition, the campaign was supplemented by a brand takeover and a challenge where users had to post videos of themselves with American Eagle clothing and Lil Wayne's 'Uproar' in the background.
For TikTok, the fashion brand's utilization of the in-feed video feature was a beta test.
In-Feed Video Ad Campaigns
American Eagle Outfitters Used TikTok for Its Back-to-School Campaign
Trend Themes
1. In-feed Video Ad Campaigns - Utilizing in-feed video feature in ad campaigns for increased brand engagement.
2. Collaborative Marketing - Partnering with celebrities or influencers to create collaborative campaigns for maximum impact.
3. User-generated Content Challenges - Creating challenges for users to generate and share content related to the brand or product.
Industry Implications
1. Fashion Retail - Exploring innovative ways to engage customers through social media platforms like TikTok.
2. Social Media - Leveraging the popularity of platforms like TikTok for effective brand advertising.
3. Marketing and Advertising - Utilizing emerging features and trends in social media platforms for impactful campaigns.