LTK X Abercrombie & Fitch Cyber Week Campaign

Client: Abercrombie & Fitch

Following the success of their Q4 campaign in 2021 – where UK market share grew by 9.4% YoY – Abercrombie & Fitch were ready to partner with LTK again to deliver another series of long-term campaigns in 2022. The objective was to continue to grow the UK creator programme by driving sales, traffic and ROI in the British market. Over the last few years, Abercrombie & Fitch has also seen huge success from their work with LTK in the United States, where they have invested heavily in monthly creator campaigns and achieved a ROI of x20+. Beyond this they committed to investing in LTK’s global conference and exclusive sales days on the LTK app. The brand wanted to replicate this buzz for the UK market, where brand sentiment and share of voice are comparably lower.

The focus was on new arrivals, particularly women’s party wear for the festive season. Using creators, the brand wanted to showcase the quality and fit of its collection to help validate the slightly higher price point compared to competitors. The 2022 campaign was building off this brand transformation journey. The KPIs set for their Black Friday Cyber Week phase were an ROI of at least 2, to increase sales by +40% YoY, clicks by +50% YoY, and secure a reach exceeding 2.5 million across Instagram and YouTube. Finally, for content, based on cast creators, the brand agreed to a social engagement rate of at least 2% (the industry average).