American Eagle Outfitters is deepening its engagement with social media influencers through the launch of the AE Creator Community, a rewards-based program designed to foster long-term relationships and expand its network of brand advocates. The initiative, which went live on , represents a significant evolution of the retailer’s creator marketing strategy, moving beyond one-off campaigns to a continuous engagement model.
The program builds upon American Eagle’s existing “Live Your Life” affiliate program, launched last year, which offered creators discounts and commissions. The AE Creator Community gamifies the process by awarding points for social media posts featuring American Eagle products and for completing monthly challenges. These points can then be redeemed for American Eagle gift cards and merchandise, with 1,000 points equating to $1 in product value. According to Ashley Schapiro, American Eagle’s Vice President of Marketing, Media, Performance and Engagement, creators who posted haul videos recently received 1,500 points, while a Valentine’s Day campaign incentivized styling content featuring denim.
The strategic shift reflects a broader industry trend towards leveraging micro-influencers – those with at least 1,000 followers on a single social platform – rather than concentrating efforts on a smaller number of creators with massive reach. “This program really is focused on scale,” Schapiro told Adweek. The relatively low barrier to entry – requiring participants to be U.S. Residents aged 18 or older with a minimum of 1,000 followers – is intentional, designed to amass a large network of smaller influencers.
The move comes as affiliate marketing continues to be a substantial driver of e-commerce revenue. In , affiliate marketing accounted for $210 billion in U.S. E-commerce sales, according to eMarketer. American Eagle’s decision to build the AE Creator Community internally, rather than relying solely on established affiliate marketing platforms like ShopMy and LTK, is aimed at forging a direct connection with influencers and securing rights to their content for the company’s own marketing purposes.
“On certain platforms, you see that creator-led content performs much higher than a brand-led content,” Schapiro explained. “It’s critical for us to start thinking about content as commerce.” This emphasis on user-generated content aligns with a growing recognition of its authenticity and effectiveness in driving consumer engagement and sales.
As of , the AE Creator Community had already signed up 911 creators, with over 200 migrating from the “Live Your Life” affiliate program. Schapiro views the program as an acquisition tool, anticipating that it will attract new customers and foster brand loyalty. “I like the idea of it really feeling like a community—with the scale, you’re really going to see how different people express themselves in fashion and the versatility of our clothing,” she said.
American Eagle’s marketing efforts have been under scrutiny in recent months. A campaign featuring actress Sydney Sweeney last summer drew criticism from some who accused it of promoting problematic imagery. The company subsequently launched campaigns with NFL star Travis Kelce and country music artist Ella Langley. Despite these challenges, American Eagle Outfitters reported $1.4 billion in third-quarter earnings, with its Aerie sub-brand contributing approximately 33% of revenue.
The launch of the AE Creator Community signals American Eagle’s commitment to adapting its marketing strategies to resonate with Gen Z consumers, a demographic increasingly influenced by authentic content and peer recommendations. By incentivizing consistent engagement and fostering a sense of community, the retailer aims to cultivate a loyal network of brand advocates who can drive both sales and brand awareness. The program’s success will likely hinge on American Eagle’s ability to maintain a vibrant and engaging community, providing creators with valuable incentives and opportunities for collaboration.
The focus on scale, prioritizing micro-influencers, is a notable aspect of the strategy. While larger influencers can offer broader reach, micro-influencers often possess higher engagement rates and a more authentic connection with their followers. This approach allows American Eagle to tap into niche communities and build credibility through trusted voices.
The integration of a chatroom within the AE Creator Community further underscores the company’s commitment to building relationships with its influencer partners. This direct line of communication allows American Eagle to gather feedback, address concerns and foster a collaborative environment. The ability to leverage creator-generated content for its own marketing efforts also represents a valuable asset, providing the company with a steady stream of authentic and engaging material.
