Case Background
American Eagle is a denim brand headquartered in Pennsylvania, USA. Upholding a spirit of positivity, the brand has always encouraged customers to be their authentic selves. To deepen this brand philosophy during the back-to-school season and strengthen its cultural connection with the younger generation, American Eagle chose to launch a music marketing campaign on Tuke. There is a general understanding that music can be a means of self-expression, and American Eagle believes that consumers’ choices in jeans are similar in this regard. Therefore, based on the commonality between the two, American Eagle encouraged Gen Z to freely choose their preferred styles and genres of music on the platform and showcase their denim outfits in different scenarios to the rhythm of the music.
Solution
Rooted in the platform’s strong musical and creative nature, Tuke has launched several music products, one of which is SoundOn. SoundOn is a platform that integrates music marketing and distribution, aiming to support emerging and potential artists in building and developing their careers in creative ways, allowing truly valuable talent to be seen worldwide. American Eagle collaborated with @katherine.li through SoundOn, creating a brand-exclusive version of her soon-to-be-released “Happening Again” as the campaign’s theme song. By partnering with one of the most popular SoundOn artists among Gen Z, American Eagle once again demonstrated its positioning as a brand deeply rooted in youth culture.
To further leverage the partnership with SoundOn, American Eagle held an online music live stream on Tuke, during which Katherine performed three songs including the campaign’s theme song. American Eagle also added product links in the lower left corner of the video to increase potential consumer engagement.
As one of the earliest brands to use Tuke marketing solutions, American Eagle certainly did not forget the magic of brand challenges. Using the theme song as background music, American Eagle launched the #AEJeansSoundOn brand challenge, inviting Gen Z users to create a short video wearing their favorite American Eagle jeans. To further expand reach, the brand also used In-Feed Ads in conjunction.
Ultimately, through innovative music marketing collaborations, American Eagle inspired countless Gen Z individuals to embrace their individuality and creative potential, while also deepening the brand’s connection with Gen Z culture.
Marketing Results
The overall campaign performance far exceeded expectations, with the brand sticker challenge reaching 3.1 billion views, surpassing expectations by 18%; and 402 million likes, exceeding expectations by 21%. The brand theme song created by Katherine also garnered 10 million plays and 5,500 hours of listening time, helping countless potential artists who are uncertain about their future to find clarity. This marketing campaign not only set an excellent example of how to shape brand stories and convey brand messages through audio, but it was also the most successful brand challenge in American Eagle’s history. Whether in terms of views, likes, shares, creations, or comments, the results were unparalleled. The New Yorker also mentioned in its annual review that this was one of the brand’s highlights in 2022.
