Sent on: September 30, 2013 & October 1, 2013
Subject Line: “Join Us On Twitter Tomorrow! #AerieSupports” & “We’re Loving All The Support For Bright Pink!”
Why this is a standout email campaign:
Aerie is the lingerie arm of American Eagle Outfitters, and as you can see from this email campaign, Aerie isn’t just about cute bras and undies, it’s a brand that supports women’s breasts in more ways than the obvious.
With October being Breast Cancer Awareness Month, Aerie got behind the cause by supporting Bright Pink, a national non-profit organization focusing on the prevention and early detection of breast and ovarian cancer in young women while providing support for high-risk individuals.
This campaign must have been an eye-opener for Aerie subscribers who may not have realized that the company that brings them cute lingerie is in fact a brand with a conscience, elevating it to a whole new level. The first email in the campaign pledged 100% of the sales of Aerie’s limited-edition “Bridget” bra to Bright Pink and invited subscribers to a Twitter Chat event with Lindsay Avner, the organization’s CEO and Founder. The follow-up email shared the sum of money that had been raised so far and encouraged Aerie subscribers who had not yet bought the limited-edition bra to either buy it or make a donation.
It’s refreshing to see a brand getting behind a cause in such a relevant, timely and creative way. This was also a great way to encourage subscribers to follow the brand on Twitter so extra kudos is in order for incorporating a social element in the campaign and for mentioning the campaign hashtag in the subject line.