American Eagle Pride

Generate mass awareness, conversation and excitement around American Eagle's involvement at NYC Pride 2017.

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.

What we did

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