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.
Image Credit: American Eagle