paid + organic media
highlights from thirty-one gifts (2021-2022)
favorites from @abercrombiekids (2016-2021)
the abercrombie equity project + BIPOC initiatives + abercrombie kind crew
HANGING OUT WITH ABERCROMBIE was part of the Abercrombie Equity Project, a social-specific video series that shared diverse stories & experiences from kids, parents & families. It was a mix of playful content & more values-driven conversation starters.
FULL CAPTION:
✨ Hanging Out with Abercrombie is our new video series all about a kid’s play on life! We’re teaming up with our friends to create family-friendly content that helps share the positive vibes—but also focuses on important issues like race & equality, using your voice to create change & more.
First up is our friend Lola (@lolanlucy), an aspiring ballerina. Lola is sharing one of her favorite books, “Life in Motion: An Unlikely Ballerina” by Misty Copeland (@mistyonpointe).
“This book really inspires me. Misty Copeland proved that through hard work and perseverance, you can do whatever you put your mind to. There’s one quote that really resonates with me. ‘Decide what you want, declare it to the world and remember that if you’re persistent, as well as patient, you can get whatever you seek.’ I love this quote because it applies to anyone. No matter what your passion is, this book is for you!”
Stay tuned for more! Through The Abercrombie Equity Project, we’re working on projects and partnerships with kids, parents & families in the BIPOC community as we all continue to listen, learn & do better together.
FULL CAPTION:
✨ Hanging Out with Abercrombie is our new video series all about a kid’s play on life! We’re teaming up with our friends to create family-friendly content that helps share the positive vibes—but also focuses on important issues like race & equality, using your voice to create change & more.
First up is our friend Lola (@lolanlucy), an aspiring ballerina. Lola is sharing one of her favorite books, “Life in Motion: An Unlikely Ballerina” by Misty Copeland (@mistyonpointe).
“This book really inspires me. Misty Copeland proved that through hard work and perseverance, you can do whatever you put your mind to. There’s one quote that really resonates with me. ‘Decide what you want, declare it to the world and remember that if you’re persistent, as well as patient, you can get whatever you seek.’ I love this quote because it applies to anyone. No matter what your passion is, this book is for you!”
Stay tuned for more! Through The Abercrombie Equity Project, we’re working on projects and partnerships with kids, parents & families in the BIPOC community as we all continue to listen, learn & do better together.
A partnership with Viacom + Nickelodeon, the a&f kids Kind Crew started as a feel-good content series & way to share the "kindness" brand narrative in the social space. After the resurgence of the Black Lives Matter movement, the episodes began to lean heavily into more serious topics for kids. Above is an example of the initial launch, and then our relaunch with an episode featuring a conversation about racism & BLM, lead by motivational speaker Nyeeam Hudson. We created a content plan that supported each episode launch (with the goal of 1 episode per season) over the course of two or three weeks, each post featuring a quote from one of the Kind Crew members, or otherwise encouraging the audience to watch the video.