Aerie decided to do something about that feeling a lot of women have when they go shopping- #AerieReal. Aerie hired realistic models for their lingerie and sleepwear. They also promised no retouching on photos. Through their ad campaign they have shown women that there are other women that are like them.
Authenticity
There is an incredible amount of diversity amongst the women featured in this campaign. In fact, the success of the campaign came from this authenticity. So many times in the fashion world women are seen as cookie cutter, but that couldn't be farther from the truth in real life. It is refreshing to see women who look like women. Aerie's audience can actually relate to the women modeling the apparel. When someone clicks on the photos of the women (as seen above) it takes them to their social media page. This furthers the connection and the value of authenticity.
Mobilization
Women like Olympic gymnast Aly Raisman are highlighted in this campaign, too. It's important to recognize the body types "in between" being petite and plus size. Athletic women can have just as many (if not more) body issues because their bodies need to be in top performance at all time. This dependency on their bodies can lead to body dysmorphia and other issues. By highlighting someone like Raisman hopefully women learn that it's okay to be strong and to love that in themselves.Influence
#AerieReal gives women of all shapes, sizes and abilities a voice. In a world today that can be so negative and cruel to people, Aerie's audience gets to see other women celebrate their uniqueness. The goal of the campaign is to have women embrace who they are and not change to fit into a certain "standard" in which women "should" live. This campaign gives the audience a way to connect to women that may be just like them: women with invisible illnesses, athletes, mothers.
Emotion
This campaign has ties to emotion because it can be mentally and emotionally challenging when your entire life has been filled with the idea that you are not good enough. Women nit pick about their own bodies on top of the already stressful standards that society puts on them. Aerie's campaign tugs at those heartstrings to let women know that they are beautiful and loved just as they are.
The key elements outlined in running a successful campaign were put into practice with Aerie's campaign. It stands out among other marketing campaigns because Aerie has truly integrated this idea of "being real, being you" into their brand image. They are authenticate and consistent with that authenticity across their social media platforms, in their print publications and in their stores.
Companies looking to reshape or refine their brand image should take notes from Aerie.
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