Podcast ¦ Uncensored CMO: American Eagle’s Sydney Sweeney campaign – what really happened with CMO Craig Brommers

Key Take Aways

• Adopting a growth mindset shifts the focus from crisis management to opportunity optimisation, fostering agility and resilience.
• Maintaining alignment and unwavering support from leadership during turbulent times enables effective decision-making.
• Embedding a culture of trust and data-driven insights aids in making informed, confident decisions amid social and media noise.
• Responding with clarity and consistency—rather than reactive apologies—can reinforce brand integrity and stakeholder trust.
• Reframing threats as opportunities enables brands to capitalise on attention and foster positive long-term engagement.
• Building organisational courage encourages decisive action and innovative risk-taking in challenging circumstances.
• Focusing on core brand values and authentic storytelling helps navigate backlash and social media criticisms.
• Holding firm on original campaign purpose, even when faced with controversy, sustains campaign momentum and brand credibility.
• Developing a tightly cohesive digital and social media team enhances responsiveness and message consistency.
• Recognising that social media noise often does not reflect core customer sentiment helps maintain strategic composure.
• Demonstrating confidence and authenticity can rather amplify positive brand perception during turbulent episodes.
• Fostering a leadership environment that values curiosity, humility, and courage sustains long-term brand relevance.

Key Statistics

• On the day of announcement, American Eagle’s stock increased by 25% solely due to the campaign launch.
• The campaign resulted in a gain of 1 million new customers within six weeks.
• Highest brand demand for American Eagle in 20 years was observed post-campaign.
• A double-digit increase in store traffic was recorded in the same period.
• Over 45 billion impressions were generated for the campaign across paid and organic channels.
• YouTube reported the campaign was viewed eight times more than Beyoncé and Levi’s campaigns.
• Sydney Sweeney appeared in campaigns with sell-out success on initial days and weeks.
• Testing of hundreds of respondents showed about 10% negative sentiment, marginally above the normal 6%.

Key Discussion Points

• The impact of celebrity collaborations on brand perception and cultural relevance.
• Strategy behind selecting Sydney Sweeney and Travis Kelsey as campaign partners.
• The significance of cultural moments in amplifying brand campaigns.
• The importance of staying committed to campaign intent despite public backlash.
• How social media can distort perception versus actual customer sentiment.
• The role of leadership support in navigating social and media crises.
• The distinction between managing a crisis and optimising opportunities.
• Practical approaches to handling misinformation and backlash without resorting to over-apology.
• The importance of a tight, focused team working cohesively during challenging periods.
• The influence of the media and press coverage on social media narratives.
• The power of clear, consistent messaging in driving long-term brand health.
• The value of taking calculated risks in marketing to define or redefine culture.

Podcast Description

This podcast features an in-depth conversation with Craig Brommers, CMO of American Eagle, exploring how the brand navigated a highly publicised campaign backlash. It discusses strategic responses to social media pressures, the importance of maintaining a growth mindset, and leveraging controversy as an opportunity for brand reinvigoration. The discussion covers leadership lessons, the role of authenticity and courage, and insights into creating culturally defining campaigns. Designed for senior managers, particularly in financial services, the podcast highlights how resilience, data-driven decision-making, and authentic storytelling can sustain brand relevance amid volatility.