Abercrombie & Fitch • City on The Down-Low
Target Cities: Boston, Chicago, Los Angeles, Nashville, New York City, Portland, and Seattle
- Curate and execute authentic Micro-experiences in key markets
- Content development and distribution supporting new A&F identity
- Re-establish the brand as “cool” among active post-college millennials.
- Support launch of new branding and identity centered around tagline: This is the time.
What We Did
DoStuff worked with The Richards Group to support Abercrombie & Fitch's new brand position: This is the Time. Designed as a call to action and local extension of TRG's national rollout strategy. Our campaign engaged millennials aged 21-24. Through a dynamic experiential and editorial campaign. DoStuff established a positive and new relationship between A&F and local adventures in target cities.
The mission of This is the Time campaign was to create everyday adventures within the 7 cities that our audience can experience. Uncovering hidden gems, creating every day adventuress and experiencing exclusives offers- all curtesy of Abercrombie and Fitch.
Hours of time spent with A&F Content
Redemptions across 29 activations in 7 cities
How We Did It
Keeping Abercrombie & Fitch top of mind at every turn. We created adventure guides that showcased hidden gems in the city. Engaging our audience, to experience the city in the most authentic way.
Custom Branded Video
OTHER CASE STUDIES
WORK WITH US
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