TheMarketingblog

Shaken & Stirred - Influential Brand Profiling and Positioning

“Love Your Real Selfie” / The “world’s largest unretouched selfie”

Add Aerie to the list of marketers looking for magic in “real women” photos. The teen retailer is launching what it calls the world’s largest selfie campaign, which it hopes can boost “body positivity” and sell more bikinis for spring break.

This is a good example of adding more clout to a campaign which they launched initially in January last year. Clever use of the term ‘largest’  and by using a great photographer such as Grey Malin it all adds up to good marketing sense.

Aerie, owned by American Eagle Outfitters, kicked off the campaign on International Women’s Day with the “world’s largest unretouched selfie,” shot by aerial photographer Gray Malin in Miami Beach. While it boasts a few celebrities, including Mae (“The Duff”) Whitman and DJ Hannah Bronfman, as well as Aerie models and some fashion bloggers, it’s mostly about real real women, with more than 1,000 joining in the “Love Your Real Selfie” effort.

Aerie, owned by American Eagle Outfitters, kicked off the campaign on International Women’s Day with the “world’s largest unretouched selfie,” shot by aerial photographer Gray Malin in Miami Beach.

While it boasts a few celebrities, including Mae (“The Duff”) Whitman and DJ Hannah Bronfman, as well as Aerie models and some fashion bloggers, it’s mostly about real real women, with more than 1,000 joining in the  #AerieREAL “Love Your Real Selfie” effort.