Nonprofit/Cause-related Campaign, Winner: Aerie by American Eagle Outfitters

As part of its ongoing commitment to driving body positive messaging to young women, Aerie partners with the National Eating Disorders Association (NEDA). The brand supports NEDA in multiple ways, including promoting the cause to its vast customer base. Specific outreach examples included sending SMS messaging in conjunction with customized, targeted emails to its 2.5 million email subscribers.

Additional activations included a commitment from Aerie last spring to donate $1 ($10,000 total) to NEDA for every unretouched swim photo posted by customers with the hashtag #AerieREAL. The brand also used meaningful messaging and incentivized gifts, to encourage its customers to participate in NEDA’s nationwide fundraising walks.

“Overall, the #AerieREAL campaign continues to successfully bring attention to serious issues, in a fresh and fun way,” noted an Aerie representative.

Results reported included a 20% open rate on emails featuring #AerieREAL role model and NEDA ambassador Iskra Lawrence and earned media coverage that drove increases in attendance at NEDA events.

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