The Brief
For pride month, American Eagle Outfitters partnered with the It Gets Better Project, which helps LGBTQ+ at-risk youth, in order to stand up for Pride. Across 5 weeks, we carried out a multi-channel campaign, centred around a limited-edition LGBTQ collection, PR campaign and in-store activation. Sales profits went directly to the It Gets Better Project.
The Challenge
We identified that a key value of this generation is inclusivity, however, research showed that many LGBTQ+ youth feel unable to include themselves in Pride. To combat this, Cult made AEO's pride float the most inclusive ever; inviting everyone to ride with American Eagle at pride via Facebook Live.
What we did
Nearly 100k fans all over the world had the opportunity to experience the excitement and inclusivity of Pride with American Eagle. Cult also worked with a selection of LGBTQ+ influencers to amplify the campaign, and use of the brand's hashtag #WeAlICan increased by 225% WoW.
90k
people joined us love a Pride
300k
views of the Humansifesto film
225%
increase in mentions of #WeAllCan
716%
Higher AER than competitor benchmark
50%
Uplift in sales of Pride collection