American Eagle partners with activists

Delaney Tarr never asked for the fame and attention that came from the tragic shooting at Marjory Stoneman Douglas High School in Parkland, Florida. The teenager was just living a regular life until she was thrust into the spotlight. With the attention on her and her classmates, the teens used their voices to start the gun control movement known as March For Our Lives.

As co-founder of MFOL, Tarr has gained 178.9k Twitter followers and 55.7k followers on Instagram. Many of her posts are informative and showcase her passionate about issues like gun violence, diversity and women’s rights. Tarr has branded herself as an activist who wants to change the world and American Eagle’s #AExMECouncil was a perfect fit for her.

The American Eagle announcement revealed that its new advisory council would be comprised of “nine leaders from around the country, each a fearless champion for a better future.” The clothing brand will support the advocacy work the council members are doing while taking inspiration and knowledge from the members to create more ethical practices and products.

American Eagle chose Delaney Tarr as one of the participants in this partnership because she exemplifies AE’s intended message for the campaign. Tarr is a young activist who wants to make a difference. She receives the highest engagement levels when her posts have to do with politics and advocacy. American Eagle wants young, inspirational voices in its #AExMECouncil and Tarr has a large following and passionate supporters.

Delaney Tarr is a perfect fit for American Eagle and especially this campaign. Companies have begun to realize that instead of shying away from controversial social issues, taking a stand sets them apart from competitors. American Eagle is a clothing brand whose demographic is exactly the type that Tarr represents: teenagers/young adults who want to see their favorite brands align with their passions for change.

For this type of campaign, publicity is the biggest objective. American Eagle likely wants media coverage and positive press showcasing that the brand is making a good impact on the world by encouraging teens to speak up and make progress. This good marketing would lead to an increase in sales. Audiences will see that American Eagle is a brand that supports social justice and consumers who agree with the causes will be more likely to give money to a company that aligns with their values. Other key performance indicators that American Eagle may also measure would be clicks and engagement on their blog as well as the engagement on social media posts (Instagram, Twitter, Facebook) by the council members.

American Eagle is making a smart brand decision by partnering with influencers like Delaney Tarr because the people that follow activists are not there to be entertained but to learn about and support causes that mean something to them. They trust the brands Tarr works with because she would not waste her followers’ time on a campaign that she doesn’t believe in.

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