When American Eagle approached us to revive their iconic “Live Your Life” platform after more than a decade, we knew we had to make it bigger and bolder than ever. This was more than bringing back a beloved campaign; it was about making it relevant to today’s Gen Z, a generation that demands authenticity and individuality across every interaction.

The challenge was to create a message that resonates across diverse markets while feeling personal and authentic to local audiences.

The Power of Local Roots

At VaynerMedia, we blend top-down brand strategy with bottom-up consumer insights. Instead of relying on traditional research methods, we dove into social media, where Gen Z expresses themselves candidly. By listening to conversations in markets like The Netherlands, Colombia, and India, we discovered how local nuances shape their experiences.

In The Netherlands, discussions around student loans and financial stress are prevalent. In India, students seek the best deals while balancing modern fashion with traditional influences. In Colombia, an entrepreneurial spirit thrives, with many students making extra money through side hustles.

What stood out was how Gen Z across these regions shares a desire for self-expression but approaches it uniquely. Our goal was to reflect that in every aspect of the campaign.

Listening to Local Voices

We didn’t just assume what Gen Z wanted; we listened intently. The insights we gathered from social media provided a real-time understanding of each region’s pressures, preferences, and passions. It was essential to show that “Live Your Life” could mean something different in each country while still feeling part of a unified platform.

A New Kind of Influencer Selection

We focused on partnering with influencers who genuinely connected with their local audiences, rather than just those with large followings. In India, we worked with Janhvi Kapoor, who reflects modernity while being rooted in tradition. In The Netherlands, Sterre Koning and Thijs Boermans bring authentic energy that resonates with Dutch Gen Z, especially around mental health and everyday style. In Colombia, Calle y Poché connect with young people through their creativity and entrepreneurial spirit.

Using these local voices, we ensured the “Live Your Life” message fostered a genuine conversation with Gen Z in each market.

Tailoring the Campaign for Local Realities

The most exciting aspect of the “Live Your Life” campaign was tailoring American Eagle’s message to resonate across different regions, driving impressive results:

• In The Netherlands, we tapped into thrifting and customization trends, achieving Instagram video completion rates 85% above the industry benchmark.
• In India, we spotlighted influencers who blend modern and traditional styles, with completion rates 29% above the benchmark on Instagram, 184% above on YouTube Shorts, and 115% above on Amazon’s DSP.
• In Colombia, we focused on helping young people discover their personal style while balancing their academic and entrepreneurial pursuits, resonating with their passion for self-expression.

A Campaign That Feels Personal

The “Live Your Life” campaign was about making Gen Z feel seen. American Eagle celebrates their pressures and passions, empowering their individuality, wherever they are.

Launching our first store in the heart of Amsterdam’s Kalverstraat exemplifies how we took a universal message and made it feel local. This campaign demonstrates the power of thinking globally while executing with local relevance.

After a decade, “Live Your Life” is more relevant than ever—and at VaynerMedia, we’re proud to have been part of bringing this powerful message to life. If you’d like the Vayner team to supercharge your marketing campaign strategy, let’s connect.