American Eagle
American Eagle’s full-funnel strategy helped the team expand reach and conversions beyond their core denim line.
Goal
With fashion trends evolving at lightning speed and Gen Z (age 18-24) constantly redefining self-expression, American Eagle needed to showcase their full product range and expand their audience beyond their core denim enthusiasts.
Pinterest emerged as the perfect digital runway for this mission. With a strong and actively engaged Gen Z audience1, it’s a meaningful place to engage with current customers and find new ones. Through the platform, American Eagle not only reached new fashion-forward audiences but also visually connected their expanded product categories to real-life style inspiration that resonated.
Strategy
In partnership with media and measurement firm Ovative Group, American Eagle implemented a strategic full-funnel approach on Pinterest that started with impact and ended with conversion. They launched with exclusive Premiere Spotlight ads, commanding 24-hour takeovers of Pinterest's search landing page across all devices. This created immediate visibility among potential new customers and established their "Live Your Life" campaign at scale. Using a premium placement effectively planted their brand in conversations beyond their traditional audience.
Then, to transform this expanded awareness into consideration and ultimately purchase, American Eagle deployed a mix of ad formats, including carousel, video and Idea ads. These visually-rich formats allowed shoppers to explore different clothing categories in context, showing the brand’s product diversity beyond denim. Performance+ targeting helped the brand reach the right people, using the ads’ visual content to help expand American Eagle’s traditional targeting and bring in new potential customers.
For that final lower funnel impact, the team ran precision-targeted shopping ads optimized specifically for conversions, efficiently guiding inspired browsers to become buyers.
"Pinterest enabled American Eagle to connect with a broader audience, significantly enhancing both brand visibility and purchase intent. The results and efficiencies were beyond our expectations, with Pinterest playing a pivotal role in furthering our strategic marketing efforts."
Ashley Schapiro
Vice President Marketing, Media, Performance & Engagement
American Eagle
Results
The campaign delivered impressive results that confirmed both the platform's reach and conversion power. Collections ads significantly boosted Pin awareness across both pre-launch and launch phases, successfully expanding American Eagle's visibility beyond their traditional denim-focused audience. This expanded audience engagement translated into real purchase intent, with the campaign generating an 11.1% lift among Pinterest users with Premiere Spotlight—a clear signal that the visual storytelling resonated with potential new customers.2
Most impressively, the targeted shopping ads optimized for conversions delivered 2X return on ad spend compared to the previous year.3 This showed that Pinterest not only helped American Eagle reach new fashion-conscious shoppers, but also efficiently converted that interest into actual sales.
11.1%
significant lift in purchase intent among Pinterest users exposed to American Eagle's Premiere Spotlight2
2x
return on ad spend (ROAS) compared to previous year for the "Live Your Life" campaign3
Explore Related Resources
Premiere Spotlight American Eagle leveraged Premiere Spotlight's exclusive 24-hour takeovers of Pinterest's Search landing page to create immediate visibility and brand awareness during their campaign launch. This premium placement helped establish their "Live Your Life" message beyond their traditional audience.
Performance+ Targeting Throughout their campaign, American Eagle used Performance+ targeting to ensure they reached users most likely to engage with their content. This strategic targeting approach helped them efficiently connect with potential new customers and contributed to their impressive 2X ROAS.3