Great Jeans, Greater Risk: AE’s Back-to-School Bet

Introduction

Welcome to another exciting week!

Table of Contents

• Best Ad of the Week

• Latest Trends and News

• Weekly Tip

• Weekly Challenge

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Best Ad of the Week

American Eagle – “Sydney Sweeney Has Great Jeans”

American Eagle’s recent back-to-school campaign featuring Sydney Sweeney used a double entendre—“jeans” vs. “genes”—that quickly ignited a fierce debate. While the ad generated massive buzz and lifted the brand’s cultural relevance, it also sparked serious criticism over racial insensitivity and beauty standards. Despite the backlash, the campaign drove billions of impressions, significant free media exposure, and lifted market value, showcasing both the power and peril of provocative advertising.

Key Marketing Lessons

• Viral doesn’t always mean virtuous
  Controversy can deliver attention seldom matched by traditional media—but brands must ask: does this alignment serve our long-term values? American Eagle proved that visibility without alignment can risk reputation just as much as it drives results.

• Cultural context matters more than creativity
  The campaign’s wordplay was seen by some as clever—but interpreted by others as tone-deaf. It shows the high stakes in today’s divided cultural landscape. What’s edgy for some may be offensive to others.

• Measure both exposure and sentiment
  While engagement metrics soared, public sentiment became a mixed bag. Brands need to track both visibility and values-based reaction to truly understand campaign success.

• Charity tie-ins don’t inoculate against backlash
  Though American Eagle tied the campaign to a denim donation initiative for domestic violence survivors, goodwill efforts can't always offset tone-deaf messaging.

• Sexy and cheeky can still sell—but at a cost
  The campaign replayed an old formula—sex appeal + taboo—but one that might no longer land without nuance. In an era of heightened audience expectations, brands need to lean into authenticity, not rely on provocation.

Takeaway:
This campaign is a textbook case of "attention gains, brand trust drains." It underscores that in today’s media environment, sensitivity to representation and deeper cultural resonance often matter more than raw visibility.

Latest Trends and News

AI Influencers Are Coming of Age—and Controversy

AI-generated personas—like the hyper-realistic "Tinsley"—are increasingly used in marketing, offering scalable and cost-effective alternatives to human influencers. Platforms such as Meta, Synthesia, and Fameflow AI enable brands to deploy these AI avatars widely. Yet, human creators still lead in engagement and earnings. Ethical concerns around transparency and authenticity are rising, as AI influencers risk saturating platforms with low-quality or deceptive content.

Generative Engine Optimization (GEO) Emerges as SEO’s Next Frontier

With AI tools like ChatGPT and Google's Search Generative Experience reshaping how content is discovered, brands must now optimize for AI engines—not just human users. GEO prioritizes structured, context-rich, and authoritative content to get featured in AI-generated responses. Traditional SEO alone may no longer suffice for visibility.

“Millennial Cringe” Rises with Purpose

The era of ironic detachment may be fading. Self-aware nostalgia—think “millennial cringe”—is back in fashion, with brands like Crocs, Duolingo, and others leveraging earnest, nostalgic messaging to build deeper emotional connections. The key lies in authenticity; when done well, this trend fosters meaningful engagement across generational divides.

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Weekly Tip

Write for One Person

Content feels stronger when it speaks directly, not broadly. Imagine writing to a single ideal reader.

• Use “you” instead of “customers” or “audience”
• Address specific needs rather than general ideas
• Keep the tone conversational, like a direct exchange

When readers feel you’re talking to them, engagement naturally increases.

Weekly Challenge

This week, sharpen your CTAs to drive more engagement:

• For three posts, test a different type of CTA—ask for a comment, suggest a save, or encourage a share
• Keep the request clear and natural, tied directly to the content
• Compare which CTA drives the most responses over the week
• Note the style that resonates best and use it more often going forward

Strong CTAs turn passive scrollers into active followers.

Submissions + Feedback

Hope you enjoyed today’s post, if you know someone who may be interested, feel free to send it to them.

Also, if you want me to cover any specific subject on the next issue or share some feedback, feel free to reply to this email.