Urban Outfitters - Social-First Summer Campaign

Featured

11 Jun

Brand: Urban Outfitters

Summary: After years of strict lockdown rules, our audience were craving an escape from their four walls. In answer to this, I delivered the ‘22 summer campaign and executed a social-first content series called UO Hidden Neighbourhoods, which saw talent rediscovering their local areas and unearthing hidden gems. The first episode was a creative piece in partnership with Levi’s.

Impact:

First content series of its kind at UO which put storytelling first and had a true brand narrative. 360 roll out across all channels to amplify content and engagement.
The first post on TikTok was our top performing social post of 2022 and drove a spike in engagement rate, proving the power of storytelling and allowing us to increase budget for similar content moments.
Episode #1 saw UO get 1m+ views and 10K increase in followers on Instagram, as well as 539K views, 40.8K likes and an engagement rate of 11% on TikTok.
Built brand awareness and commercially supported summer shop landing page. Most content linked back to this page and we saw a lift in traffic.
Due to its success it became an always-on concept used to platform voices that deserve to be heard. Over the last year UO has produced similar content to grow our presence in other markets, or to platform voices during Pride.