Influencing Black Friday

Abercrombie & Fitch

Abercrombie came to Socialyte looking for a way to connect to millennials during the busiest shopping day of the year, Black Friday. We launched an advocate campaign that connected the brands to 50 fashion and luxury lifestyle influencers, each commissioned to produce original editorials for the brand. The stories lived through blog posts on the influencers blog and social profiles. All were displayed on a custom voting page on Fashion Indie as part of a content series and viral competition we call a Style/Off

The page received over 205,500 visits over Black Friday producing 37,232 retweets featuring @Abercrombie. Over 170,320 purchase-intent consumers visited helping the brand sell-out of 24 seasonal items. Shoppers from New York, Los Angeles, Miami, London, Moscow, Japan, and Hong Kong flooded the site, helping secure a major win for the generation defining retailer.

Our campaign produced over 2,235 Instagram comments, 226k+ social likes, 3.8M+ campaign impressions and over 8M earned impressions from coverage. In total, Socialyte commissioned 339 personal style images for Abercrombie & Fitch featuring 122 items from their Fall collection. As a result, @Abercrombie controlled messages remained on the top of the #BlackFriday trending topic for three days.