American Eagle Outfitters becomes first brand in Hong Kong to use Snapchat Spectacles

Fashion company American Eagle Outfitters has claimed to become the first brand in Hong Kong to create content using Snapchat Spectacles in a campaign from TBWA\ Hong Kong.

The #WeAllCan campaign is designed to “explore the power and influence of millennials”, with local actors, singers, filmmakers and YouTube stars featuring in the executions.

The agency said Snapchat Spectacles are so new – they have yet to go on sale in Hong Kong – that they had to buy them on eBay.

“The spectacles are a bold, forward-looking product that is likely to resonate with early adopters,” TBWA Hong Kong general manager Jan Cho said. “To be the first, we actually had to bid for them on ebay because the Snapchat Spectacles vending machines haven’t even come to Hong Kong.

“Our methodology is to look for real-life, cultural triggers and the launch of Snapchat Spectacles is a good fit and a natural opportunity for the #WeAllCan campaign.”

The Snapchat content, produced by local musicians, skateboarders and parkour runners, runs alongside videos featuring millennial singers Wong You Nam and Sukie Chung as well as local YouTubers and filmmakers Yanki Din and Felix Yu from Bomba Channel.


American Eagle Outfitters senior regional marketing manager Samson Li insisted the campaign was not simply another example of a brand using influencers to market a product, but a way of defining “the unique values of Hong Kong millennials”.

“Simply finding local influencers to endorse the brand was not our intention,” he said. “That’s too top-down for this generation. It was more about finding young people with their own voice who are able to speak from their unique position.”

The campaign includes digital, social media, in-store events and media.

Cho added: “Snapchat is very popular for this demographic in Hong Kong and from a brand point of view, Snapchat Spectacles really celebrates the voice of the millennial generation.”


Creative Agency – TBWA\ Hong Kong

General Manager: Jan Cho

Business Director: Pauline Wong

Senior Account Manager: Gerald Tam

Account Executive: Ashley Lee

Director of Social: Karen Cheng

Social Strategist: Alec Mak

Social Content Designer: Jeco Chan, Melody Ip, Tse Lai Wai

Creatives: So So, Charlene Tsang, Ronald Cheng

Production partner: Benana Photography


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