Overview
- The “Martha Stewart Hosts the Holidays in American Eagle” campaign launched Tuesday with Stewart in head-to-toe denim wrapping gifts in denim and presiding over tongue-in-cheek all-denim holiday scenes.
- American Eagle is distributing the creative on its social channels and on Connected/streaming TV, with spots produced in-house and shot in New York City.
- Chief marketing officer Craig Brommers said Stewart was chosen to bridge generations and to make American Eagle top of mind for holiday gift buyers.
- The push follows a highly debated Sydney Sweeney “Great Jeans” campaign that brought nearly one million new customers and was called the brand’s most successful to date, even as BoF’s Insights Brand Pulse reported a drop in the company’s consumer connection score after its release.
- Shares rose about 3% on Tuesday following the Stewart reveal, according to market reports.