Female Gen-Z Opps: American Eagle launches summer ad campaign (Score 34)

Sales lead: Get in touch now to score some of these extra campaign ad dollars.

• American Eagle (AE) just launched a brand campaign called "The Summer of Us." 
• The company partnered with actors Christopher Briney, Gavin Casalegno, and Lola Tung from The Summer I Turned Pretty series. 
• The push will be supported across digital, social media, influencers, in-store, and AE's mobile app.
• AE is also experimenting with a new social media platform called Lemon8. 

Target demographic: Gen-Zers with a female skew

The company will likely:

• Continue partnering with popular influencers
• Invest in experiential marketing methods to appeal to Gen-Z
• Keep ramping up ad spend

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

• YTD spend: AE spent nearly $10.6m on digital display ads YTD, more than double the $4.2m spent in this channel during the same time period of 2022. 
• YTD data: 1.4b impressions via Instagram (65%), Facebook (29%), and YouTube (6%). 
• 2021-2022 spend: Full-year spend increased by 36% from $13.3m in 2021 to $18.1m in 2022. 
• Ad location: It placed 100% of these ads directly onto sites such as instagram.com, facebook.com, youtube.com, and whowhatwear.com. 

Additional channel insights  

• Vivvix: AE also invests in OOH, print, and radio. 
  • It holds media planning discussions in Q4, and it buys during Q3. 
• Top podcasts sponsored: The Bobby Bones Show, The Charlie Kirk Show, Steve Deace Show, We Study Billionaires - The Investor's Podcast Network, and Distractible. 

Agency analysis:

• Opportunity: I recommend offerings social media and experiential assistance for the best chance of picking up some of AE's business. 
• Current roster:
  • VaynerMedia: media & digital AOR
  • ICF Next: creative
  • Shadow Public Relations: PR