Media frenzy around the ad led to huge amounts of buzz, with a surge in stock prices after President Trump weighed in on the discussion. But as the debate polarized across the U.S., was this ultimately a net positive or negative for American Eagle?
Our latest analysis digs into the data behind the headlines — from news sentiment and social chatter, to web traffic and search interest. We reveal how the controversy impacted brand visibility, what narratives emerged, and whether the campaign’s outcomes extended beyond the hype.
Key Insights from the Report:
Massive Spike in Attention:
- Search interest for American Eagle jumped +186% week-on-week, reaching a 5-year high.
- This surge correlated strongly with a spike in social conversation and web traffic.
Short-Term Gains, Limited Long-Term Impact:
- The campaign drove a one-day stock price jump of +23% and 15% growth in web traffic month-on-month.
- However, engagement on ae.com did not necessarily translate into deeper purchasing behaviour, with pages per visit and session duration actually falling.
Narrative Drift:
- Coverage often veered away from American Eagle itself, focusing instead on U.S. “culture wars,” beauty standards, and political reactions.
- Sydney Sweeney attracted personal scrutiny, but the brand bore the brunt of backlash over “whiteness” in fashion ads.
AI & Future Visibility:
- American Eagle’s visibility in GenAI search trails behind competitors, with just 20% share compared to Levi’s 69%.
- The controversy didn’t create lasting visibility in AI-driven discovery, raising questions about brand equity impact.
Download the full report to explore the data, charts, and narrative breakdowns that reveal how one campaign became a flashpoint for culture and commerce.
