01
02
03
04
05
06
06
©2023
During the onset of the COVID-19 pandemic in March and April of 2020, we sought to bring Aerie’s brand message of positivity and empowerment to audiences online amidst the onslaught of negative news headlines. What if we could showcase that even when things feel uncertain or scary, sharing positivity is easy and fun?
We concepted around a “Positivity Challenge” living primarily on TikTok, a platform known for its humor, levity and innate goodness - and also a new platform for the brand. While the reality of a long road of quarantine ahead had people online beginning to share their frustrations and sinking moods, via the creative we challenged users to share three things they were feeling positive about while staying at home. Users danced to a custom track we wrote and produced, 100% REAL LOVE, while using ephemeral text boxes to communicate their positivity.
We intentionally kept the creative simple so as to maintain a low-barrier to entry for Aerie’s fans to participate. The easier the challenge was, the more people were likely to join the movement. We wanted to show that sharing positivity is easy, after all.
The #AerieREAL Positivity Challenge surpassed every benchmark metric allocated for the promotional period of the campaign, including video views, videos created, engagement rate, impressions and external link clicks. The campaign also garnered feature coverage in outlets like AdWeek, Glossy, and WWD. The campaign was nominated for and won the Webby Award for the Best Social Campaign (Fashion & Beauty).
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ull,
