Urban Outfitters

Spring Break Campaign

Faced with the challenge of positioning Urban Outfitters as the go-to destination for Gen Z during Spring Break 2025, a cross-functional team was assembled to craft a 360° go-to-market (GTM) campaign. The goal was to increase engagement, drive app downloads, and boost sales. By creating targeted activations before, during, and after Spring Break, the campaign successfully projected a 5% increase in app downloads, $2.03M in sales growth, and a 15% rise in organic search volume.

A key challenge was maintaining a consistent and engaging brand voice across multiple social platforms—LinkedIn, Instagram, Snapchat, and X. The solution was to oversee social editorial execution while collaborating closely with the creative team to develop visually captivating assets that resonated with the audience and fostered brand loyalty.

To further understand audience sentiments and increase engagement, a social listening and reporting framework was created. This approach tracked sentiment, identified emerging trends, and drove brand loyalty by increasing press coverage and engagement metrics, ultimately leading to more meaningful connections with the target audience.

Recognizing a gap in consumer connection, the team launched a survey with over 700 respondents to uncover tensions around mundane routines and post-travel blues—key themes of the "Breaking Free" concept. By analyzing this data alongside internal CRM insights, and utilizing R for advanced analytics, actionable insights were derived that shaped the campaign's emotional appeal.

Collaborating with senior executives, the team aligned on key audience strategies and developed insights that informed both brand positioning and campaign execution. This strategic approach ensured the campaign’s consistency and impact, ultimately reinforcing Urban Outfitters’ presence in the minds of Gen Z consumers during Spring Break and beyond.

EXPERTISE
Digital Communications
Campaign Development
Partnership Management
Content Strategy