American Eagle Outfitters
“Shed Your Threads” Cause Marketing Promotion
Disciplines: Promotion, Publicity
Objectives:
- Raise awareness of National Safe Place as a national resource for at-risk youth among target audiences
- Provide clothing to youth who come to the local shelters with nothing but the clothes on their back
- Establish AE as a good corporate citizen in the minds of target audiences
- Generate print and broadcast placements in each of the participating markets
Strategies:
- Develop a partnership between American Eagle, National Safe Place and NSP affiliated shelters in key markets throughout the U.S.
- Pilot in five markets and apply successful practices to national launch in more than 50 additional cities
- Use a teen-centered approach to uniquely position to media (an audience that is inundated with pitches about corporations contributing to non-profit organizations)
Results:
With more than 11 million impressions yielding a total media value of $527,316, the “Shed Your Threads” campaign proved to be an incredible success for a first year campaign—so successful that organizers have decided to capitalize on the first year’s momentum by executing a second annual campaign- From AE associates to teen and adult shoppers, from broadcast reporters to newspaper columnists, many audiences exposed to the campaign reported an increased awareness of the services provided by National Safe Place (and affiliated shelters) and also a recognition of the good will earned by AE
- In evaluations submitted at the close of the campaign, shelters overwhelmingly reported receiving a favorable amount of clothing to distribute to those they serve. Many shelters received such a high volume of clothing they shared the items with partner agencies.
