Soccer star Megan Rapinoe has teamed up with Abercrombie and Fitch to host an Instagram mental health workshop, helping the retail brand enter a new phase as it strives for more inclusive marketing.
This new campaign is one of many mental health-related initiatives Abercrombie has aligned with recently. This particular move however, is different as it features a celebrity spokesperson, and cross-platform engagement. Rapinoe will host a seven-part Instagram series that centres around mental health in an effort to break the stigma. According to Carey Collins Krug, svp and head of marketing at Abercrombie, "It works so well with our other campaigns, partnerships and initiatives because it aligns with A&F’s values as a brand, but even more, they all come together to form a narrative that says, ‘You matter. You’re seen. You’re celebrated.'"
Soccer Star Retail Campaigns
Megan Rapinoe + Abercrombie to Host an Instagram Mental Health Series
Trend Themes
1. Inclusive Marketing - This partnership between Megan Rapinoe and Abercrombie demonstrates the opportunity for brands to engage in inclusive marketing by promoting mental health awareness.
2. Celebrity Spokespersons - The use of celebrity spokespersons, like Megan Rapinoe, can be a disruptive innovation opportunity for retail brands to increase brand visibility and credibility in social campaigns.
3. Cross-platform Engagement - The launch of a multi-part Instagram series by Abercrombie and Megan Rapinoe highlights the potential for cross-platform engagement to reach and educate a wider audience about mental health.
Industry Implications
1. Retail - Retail brands, like Abercrombie, can embrace mental health-related initiatives and campaigns to engage with their customers on a more personal and meaningful level.
2. Marketing/advertising - The partnership between Megan Rapinoe and Abercrombie demonstrates the opportunity for marketing and advertising agencies to develop campaigns that promote inclusivity and mental health.
3. Social Media - The use of Instagram as a platform for a mental health series by Abercrombie and Megan Rapinoe showcases the potential for social media platforms to be used for educational and awareness campaigns.