ICF Next | Agency Profile, Contacts, AOR, Client Relationships
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|Alanna G.||Account Director||IL|
|Michael C.||Account Director||IL|
|Maura Q.||Associate Director, Social Media||IL|
|Becca H.||Senior Account Executive||IL|
Gen-Z Digital Opps: American Eagle launches spring 2022 campaign (Score 17)
a series of images that feature celebrity influencers. It will be supported online and on social media such as Snapchat, Instagram and TikTok. AE partnered with gaming company Roblox to incorporate campaign elements on the role-planing game Livetopia. Users will be able to dress their avatars with items form the AE spring collection.
According to Pathmatics, AE earned 111.5m impressions YTD th rough Instagram ads (55%), Facebook ads (29%), desktop display ads (15%) and mobile display ads (1%). It placed the majority (99%) of these ads site direct onto sites such as instagram.com, facebook.com, vogue.com, vanityfair.com and gq.com. It placed the remainder (1%) indirectly through Google AdX+AdSense onto sites such as chegg.com, yahoo.com, brainly.com, missyusa.com and ask.com. It spent about $1m on digital display ads YTD, a 19% decrease from $1.4m spent in this channel during the same time period of 2021. Full-year spend increased by 19% from $11.1m in 2020 to $13.2m in 2021.
iSpot reports AE has not invested in national TV ads since spending $113k in 2020.
Sellers-- AE targets Gen-Zers through digital display ads. The brand places the majority of its digital ads directly onto social media sites Instagram and Facebook. National TV ads likely do not provide a positive ROI because digital advertising is more effective with Gen-Zers. It also invests in OOH and print ads, per Kantar. Click here, to use AE's location finder to see where you may be able to provide local ad space. Sellers should offer ad space soon to score some of these extra campaign ad dollars.
Agency & martech readers-- AE named Shadow on PR. I advise offering project-based assistance for the best chance of picking up some of this company's business.