Sydney Sweeney’s American Eagle jeans ad campaign met with considerable success despite the surrounding controversy. According to new data, the campaign boosted the apparel company’s shares and web traffic. It also brought in a significant sum of money. Moreover, a branding expert has weighed in on the campaign’s success, explaining their analysis of the same.
Sydney Sweeney’s jeans ad had a huge impact, reports suggest
According to data obtained by the investor and trader broker platform BrokerChooser, Sydney Sweeney’s American Eagle jeans ad campaign boosted the company’s shares by 10%. It also improved the clothing retailer’s web traffic by 100% and added an estimated $400 million in market value.
Doug Eldridge, founder of Achilles PR, explained how the coverage surrounding Sweeney’s controversial ad campaign made it successful. He stressed that the campaign utilized coverage instead of clicks, which were distinct in the current “attention economy.” (via Fox News)
“In this case, controversy led to coverage, which created sustained attention and interest, all of which produced increased investment,” he added. “The uptick in the AE stock price speaks for itself.”
Eldridge praised the fact that the campaign boosted American Eagle’s shares. He emphasized that while the company has always manufactured the same jeans, they didn’t possess the same “go to market” approach for brand messaging.
Eldridge highlighted Sweeney’s unique persona within Hollywood, stressing she was beyond the previously seen “dorm-room pinup or the proverbial ‘it girl’ of the moment.” He added that she had an “authentic, unapologetic sense of self,” uncommon among Hollywood’s current youth.
Eldridge further stated that the way Sweeney handled herself in the media following the campaign’s launch showed her “true value.” “She didn’t grovel or backpedal; there was no performative mea culpa from the starlet,” he explained. “She shut down criticism, not with witty banter or overly defensive conjecture; she simply smiled and said nothing.”
“Her near silence was worth a thousand words and tens of millions of dollars,” he continued. “That type of stoic sincerity is hard to find, given the scourge of cancel culture, pressure campaigns, and the endless lists of -ists and -isms that are often attached to those who tack against the tide of the ‘mainstream morality police.'”
Eldridge noted that while American Eagle won on the financial front, Sweeney became the campaign’s “champion.”
Originally reported by Abdul Azim Naushad on Mandatory.
