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April
 
2020

The #AerieReal Positivity Challenge

Client
Aerie
Services
Creative Strategy
Media Relations
Influencer Marketing

2.1B+

Video Views

526K+

Video Creations

800%

Average Increase in Web Traffic
The Brief
The Brief
The Brief
The Brief
The Brief
The Brief
The Brief
The Brief
The Brief
The Brief
The Brief
The Brief
The Brief
The Brief

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?

How we did it

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.

Highlights

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).

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