Dive Transient:
- American Eagle teamed with Snapchat for a back-to-school marketing campaign focusing on Gen Z that kicked off July 10, based on a Snap firm weblog publish.
- The retailer is that includes over 800 of its places nationwide on Snap Map by the Promoted Locations promoting placement. The model will even launch an augmented actuality AE Denims Attempt-on Haul Lens inside the Lens Carousel and its public profile.
- The marketing campaign makes American Eagle the primary specialty style retailer to leverage Promoted Locations. The retailer’s marketing campaign is knowledgeable by analysis indicating that Snapchat customers have a powerful want for in-person purchasing this back-to-school season.
Dive Perception:
American Eagle is gearing up for the essential back-to-school purchasing season by its partnership with Snapchat to succeed in goal Gen Z shoppers. The transfer comes as spending amongst U.S. shoppers through the season is anticipated to rise 3.3% yr over yr to over $33 billion, based on Coresight Analysis. Moreover, over 95% of Snapchat customers plan to buy in-store for back-to-school this yr, per knowledge cited in launch particulars, an perception that helps American Eagle’s resolution to focus its efforts on Snap Map.
Over 800 of American Eagle’s retail places are being featured on Snap Map as Promoted Locations, permitting Snap customers to study extra in regards to the places closest to them, view Tales and Highlight content material from American Eagle, creators and different customers, and store straight on the model’s web site. The transfer might assist the retailer increase in-store foot visitors, with 400 million Snapchatters utilizing Snap Map month-to-month, based on inner Snap knowledge. Snap Map was additionally opened over 40 billion instances throughout Q1.
Launched by Snap in October, Promoted Locations highlights sponsored locations of curiosity on the Snap Map. The position was introduced with launch companions McDonald’s and Taco Bell alongside Sponsored Snaps, which allows entrepreneurs to ship a full-screen vertical video Snap on to Snapchat customers and featured Disney as a launch companion. The options be a part of numerous different efforts from Snap — together with latest bets on synthetic intelligence — to courtroom advertisers. The platform doubled its advertiser base in 2024.
American Eagle isn’t new to promoting on Snapchat, however its give attention to Snap Map this season might assist shore up stronger loyalty with the app’s customers by showing within the areas the place they spend their time. The transfer additionally indicators how brick-and-mortar methods are shifting to higher interact digital-first shoppers. Past its newest effort, the retailer final summer time launched a “Stay Your Life” model platform coinciding with the rollout of its back-to-school marketing campaign.
Different retailers have equally begun to roll out back-to-school advertising and marketing. Goal in June unveiled two campaigns, “Hey Mother, I’m at Goal” and “All the Above,” focused in school college students and oldsters, academics and youthful youngsters, respectively. In Could, City Outfitters introduced a back-to-school “UO Haul” program that features an emphasis on experiences catered to Gen Z.
