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Anthropologie S/S 2023 Campaign
Project
Anthropologie Evergreen Dress Initiative 2022/2023
#ADressForEvery Campaign
Date
March 2022 - 2023
Location
National Campaign; Digital & Social
Campaign
#ADressForEvery is an evergreen social campaign designed to elevate everyday dressing while celebrating the versatility of Anthropologie’s signature category: the dress.
The initiative centered around the idea that there’s a dress for every day, a dress for every vacation, a dress for every RSVP - transforming the hashtag into a consumer-forward storytelling vehicle that encouraged participation and community visibility.
Objective
Reinforce Anthropologie’s leadership in the dress category by combining editorial storytelling, influencer partnerships, and authentic user-generated content to inspire daily wearability. The campaign’s goal was to increase category awareness, drive conversion, and cultivate community connection through inclusive, joyful, and attainable brand expression.
The Challenge
The dress category is highly competitive, particularly across lifestyle and fashion retail. The challenge was to create a content system that felt both aspirational and personal - inviting customers to reimagine the Anthropologie dress as a go-to essential for every moment, rather than a special-occasion purchase.
The Plan
Activate #ADressForEvery across editorial, influencer, and organic community channels to create an always-on dress conversation.
Leverage “Surprise and Delight” tactics by gifting Anthropologie customers a dress from the collection every day throughout March, aligning with editorial calendar moments to drive momentum and organic reach.
Encourage community storytelling through social sharing and hashtag adoption, creating an authentic feedback loop between brand, creator, and consumer.
Owned Channels
Developed integrated content across Instagram Reels, Stories, and TikTok highlighting editorial features and styling inspiration.
Collaborated with influencer partners and brand ambassadors to share personalized interpretations of #ADressForEvery across lifestyle, fashion, and travel categories.
Amplified community features via social reposts and Stories to foster brand advocacy and inclusion.
Earned Channels
Activated organic influencer and customer participation through gifting and social engagement.
Encouraged community tagging and shared storytelling through the #ADressForEvery hashtag, generating sustained brand awareness and authentic reach.
Content Messaging + Priorities
Everyday Elevation: Position dresses as an effortless wardrobe foundation, adaptable to any lifestyle moment.
Community Connection: Highlight real customers and creators wearing Anthropologie, bridging brand and audience identity.
Authenticity & Joy: Focus on attainable inspiration that balances creative styling with relatability.
Momentum & Participation: Maintain ongoing visibility through consistent content cadence and social re-engagement.
Results
Total Organic Posts: 23
Total Community Members Gifted: 27
Total Reach: 1.7M
Total Following (Creators): 886K
Total Video Views: 274K
Total Likes: 365K
Total Comments: 863
Conclusion
#ADressForEvery became an evergreen celebration of self-expression and everyday style, positioning Anthropologie as both a source of inspiration and community connection. By combining editorial storytelling with authentic customer participation, the campaign successfully turned a core product category into an ongoing cultural conversation, proving that the perfect dress can be found for every moment, every mood, and every day.
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