Situation

American Eagle Outfitters wanted to create an authentic brand presence with college students through the development of on-campus communities of AE enthusiasts.

Solution

YMC developed and executed a nationwide, four-legged campus program to facilitate multiple touch points with students at their own level and points of interest through:

  • Creation of the AE Student Union, an on-campus student brand ambassador program focused on executing engaging and relevant promotional tactics on/near campus
  • A community of college brand super fans engaging on school-specific Facebook pages for each of the participating universities, containing 99% student generated content
  • Campus rec center extensions through sponsorship of intramural volleyball and indoor soccer teams, as well as outfitting group fitness instructors
  • An on-campus marketing case competition using real-world, current marketing challenges from the AEO brand

Results

  • Over 100 million physical + digital impressions per year through 700+ events
  • Engagement with over 190,000 students directly and 320,000 students indirectly
  • 50,000+ photos and videos shared via social media
  • Facebook penetration of 18% of the undergraduate population on each school-specific page
  • Front page story in the business section of The New York Times – CLICK HERE TO READ

Videos

Photos