Is social media a brand’s best friend or a ticking time bomb? In a world where one post can skyrocket a brand or become a cautionary tale, how do you survive? American Eagle Outfitters, a pioneer in lifestyle, clothing, and accessories, thrives as a social media-first brand. The brand commands a healthy presence on Instagram with almost 5 million followers across their accounts and has racked up 6.7 million TikTok views with just 516k followers.

Safe to say that the brand has mastered the art of storytelling through viral moments. Furthermore, by weaving influencers like Olivia Dunne and Coco Gauff, they have amplified their message. However, in a landscape where only boldness sells, yet a single bad move can unravel it all, how do they approach their content?

In an upcoming episode of the EssentiallySports–Think Tank podcast (releases on Tuesday, 11:30 AM), our host Trey Holder dived down into the complex world of social media storytelling with Craig Brommers, CMO of American Eagle Outfitters. Brommers not only shed light on AEO’s strategy but also revealed how they prepare for mistakes when mistakes are part of human nature.

American Eagle Social Media Playbook: Connecting Through Authentic Stories

During the conversation, Holder inquired about American Eagle Outfitters’ approach to leveraging social media platforms. AEO’s CMO takes pride in their “social-first” mindset. He explained that every initiative is crafted to share compelling stories that resonate with the audience. “We start with social media. There’s no doubt that TikTok has been the platform that has transformed my industry in the last four to five years,” he remarked.

Brommers further elaborates that a successful TikTok campaign can skyrocket product sales almost instantly. Still, he was careful to note that other platforms are equally critical to their strategy. “But that’s not to say that other platforms aren’t very important. Instagram is extremely important. Snapchat is extremely important,” Brommers clarified. For instance, their ongoing #AExME Campaign, spanning Instagram, TikTok, and Snapchat, transforms real customers and micro-influencers into models. It is the company’s biggest user-generated content ever.

Brommers further highlighted how their campaigns have allowed athletes like Livvy Dunne and Coco Gauff to present their stories to the world. And despite any setbacks they might face in their careers, their story will always resonate with the fans. ” I think that as you think about athletes and the most successful ones out there, I think developing their social presence is extremely important,” he concluded.

The Livvy Dunne AEO collaboration on TikTok and Instagram stands out as one of the most successful social media campaigns of recent times. Dunne, one of the most followed college athletes, teamed up with the brand to promote AE jeans and tops. Dunne doubled down on the initiative, sharing her behind-the-scenes videos, outfit transition, and lifestyle content wearing AE fits, making this campaign a masterclass in storytelling.

While Craig Brommers celebrates AEO’s social media success, it is indeed a gamble. As humans are unpredictable, slip-ups are bound to happen. When they do, how do Brommers and his team bounce back?

The Social Media Tightrope: From Flop To Fixes

As the conversation continued, Trey Holder remarked how going viral in the wrong way is far easier. Prompting him to ask how American Eagle manages to keep things on track. Brommers nodded, conceding that it could happen. Furthermore, given that AEO works with almost 700 influencers in one season, the chances of a slip-up increase dramatically.

However, “there are now tech technological tools that allow us to make sure we’re making the right choices,” Brommers explained. Yet, no technological advancements can catch every error. Even AEO has had its missteps. For instance, in 2016, ‘Aerie’ company’s lingerie brand launched the #AerieMAN Campaign to promote male body positivity. However, it was later revealed to be an April Fool’s prank. The move sparked outrage, with many criticizing it for mocking serious body image issues.

Brommers acknowledged that mistakes are natural in the territory of running a major brand. The key is to learn from them and make amends. After the #AerieMAN Campaign debacle, American Eagle took responsibility. They pledged to stop retouching images of male models and to donate $25,000 to the National Eating Disorders Association, making proper amends.

“If someone trips up um and it was an honest mistake and they’ve learned from it, we’re going to stick with that person. Because I’m not aware of anyone that is 100% perfect,” Brommers shared openly. However, he also accepted that staying vigilant is crucial since the next viral moment—good or bad—could happen at any time.

American Eagle’s approach underscores a commitment to adaptability and growth. Principles that fuel innovative edge. This mindset aligns closely with the collaborative spirit of the Think Tank Podcast, where industry leaders dissect challenges, share strategies, and spark new ideas. The platform actively unites top minds to foster authentic connections and offers a blueprint for navigating the fast-paced world of retail and social media. This is EssentiallySports Think Tank—Where Sports Meets Smart Content.