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American Eagle has done a digital push featuring the Merrell twins and its Ne(X)t Level jeans line-up which uses Lycra dualFX technology.
American Eagle has partnered with Invista for a digital marketing campaign developed to promote its Ne(X)t Level jeans offerings created using Lycra dualFX technology. An exercise featuring social media influencer sisters, Veronica and Vanessa Merrell, its tagline is: It’s what’s inside that matters most.
Inspired by consumers who are much more than meets the eye, the push aims to reach the American Eagle Gen X and millennial audiences. Stitched for comfort and durability, the range combines two types of Lycra-branded fibres to deliver a resilient yarn which helps maintain shape and fitness of fabric.
Custom content was curated for the denim-maker by Refinery29—a digital media company for millennial women. The campaign’s assets will be published across its influential platform alongside other core American Eagle channels. The Merrells were selected for their notable social media footprint.
Together, they have amassed a following of close to five million across their online networks. A recently generated promotional video stars the duo and tells their tale as a twosome with personal stories of their own. The short film sees them dressed by American Eagle and touches on the benefits of dualFX.
Shoppers can purchase American Eagle Ne(X)t Level products from the Refinery29 website. Visitors will be directed to the shop through content which includes the Merrell twins’ spot. Other digital touchpoints include dedicated emails, Instagram engagement, banner ads, a newsletter, and homepage takeover.
“It is a testament to the success of last year’s fall campaign that American Eagle has returned to promote its use of Lycra dualFX technology on Refinery29. The Merrell twins are perfect to accelerate purchase intent and drive online sales,” said Rita Ratskoff, Senior Marketing Manager, Denim for Invista.
Lycra and dualFX are trademarks of Invista. Watch the video here.
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