American Eagle’s Sydney Sweeney campaign - what really happened with CMO Craig Brommers
Timestamps are as accurate as they can be but may be slightly off. We encourage you to listen to the full context.
Podcast Summary
In this captivating episode of the Uncensored CMO, host John Evans sits down with Craig Brommers, CMO of American Eagle, to dissect one of 2024's most talked-about marketing campaigns. The conversation reveals the inside story of American Eagle's collaboration with Sydney Sweeney - a campaign that gained massive attention, sparked controversy, and ultimately drove unprecedented business results. (02:22)
• Main Theme: How to turn a marketing "crisis" into an opportunity by maintaining strategic focus, trusting data over social media noise, and executing with courage rather than capitulating to criticism.Speakers
Craig Brommers
Craig Brommers serves as Chief Marketing Officer of American Eagle, bringing extensive experience from iconic American fashion brands including Calvin Klein, Abercrombie & Fitch, and Gap. He has led marketing efforts for some of the most recognizable retail brands in the industry and is credited with transforming American Eagle's approach to celebrity partnerships and cultural marketing.
John Evans
John Evans is the host of the Uncensored CMO podcast and a marketing executive with over two decades of experience. He has worked across various industries and previously served as a brand manager, experiencing his own share of marketing crises and campaigns that generated unexpected reactions.
Key Takeaways
Reframe Crisis as Opportunity
The most powerful insight from Brommers is the mindset shift from "managing a crisis" to "optimizing an opportunity." (24:08) When the Sydney Sweeney campaign faced backlash, instead of going into damage control mode, American Eagle viewed it as a chance to amplify their message and reach. This mental reframing led to entirely different strategic decisions - continuing the campaign as planned rather than pulling back or apologizing.
Trust Data Over Social Media Noise
Brommers emphasized the importance of focusing on actual business metrics rather than getting caught up in social media commentary. (13:52) While critics were vocal online, American Eagle was seeing encouraging business performance, positive stock market reaction, and strong customer engagement. The lesson: don't let the loudest voices distract from what your actual customers and data are telling you.
Build a Small, Tight Crisis Team
When navigating a high-stakes situation, Brommers kept the decision-making team to just 4-5 people who could work closely together. (25:25) This prevented the paralysis that can come from too many opinions and allowed for quick, confident decision-making. Having complete support from the CEO and board also provided the psychological safety needed to take bold action.
Honor Talent Partnerships Through Adversity
A key principle that guided American Eagle's response was their commitment to Sydney Sweeney as a partner. (24:55) Brommers stressed that if you're in a talent partnership, it must go both ways - meaning standing by your collaborators when things get difficult. This loyalty not only maintained the integrity of the relationship but also demonstrated brand values under pressure.
Measure Success by Original Objectives
Rather than getting distracted by the controversy, American Eagle stayed focused on their original campaign goals: partnering with "the It Girl of 2025" to create "the it jeans campaign of 2025." (02:22) By this measure, the campaign was wildly successful - generating 45 billion impressions, gaining 1 million new customers in six weeks, and achieving the highest brand demand in 20 years. (17:11)
Statistics & Facts
- American Eagle's stock price increased 25% just on the announcement of the Sydney Sweeney collaboration, before any campaign content was even released. (03:45)
- The campaign generated 45 billion impressions across paid and organic channels, with YouTube reporting it was viewed 8 times more than the Beyoncé and Levi's collaboration. (17:11)
- In just six weeks following the campaign launch, American Eagle gained 1 million new customers and experienced the highest brand demand in 20 years - described as "unprecedented" by Brommers. (15:44)