Anthro Ambassador Campaign Launch

April 2023

URBN Home Office

In Spring 2023, Anthropologie welcomed its newly selected Ambassador Class of 2023 to headquarters for an immersive weekend experience celebrating creativity, community, and connection.

The event offered behind-the-scenes access to the Anthropologie brand world, featuring studio tours, styling workshops, collaborative content sessions, and exclusive previews of upcoming collections.

The weekend served as both an official launch for the ambassador program and a catalyst for authentic brand storytelling across social channels.

Introduce Anthropologie’s ambassador program through a high-impact, in-person experience that strengthened relationships between the brand and its creator community. The goal was to foster long-term brand advocacy, inspire original content, and establish ambassadors as key storytellers for Anthropologie’s lifestyle narrative.

With influencer programs becoming increasingly transactional, Anthropologie aimed to differentiate its ambassador initiative through genuine engagement and brand immersion. The challenge was to design a launch that felt personal, community-driven, and true to Anthropologie’s creative spirit while still producing content that resonated across digital audiences.

Create an experiential brand weekend at Anthropologie HQ designed to connect ambassadors directly with the creative process and storytelling philosophy of the brand.
The campaign centered around three creative pillars:

Immerse: Give ambassadors insider access to the Anthropologie design and creative process.

Inspire: Curate hands-on styling and content workshops that encouraged authentic creation.

Amplify: Extend the impact of the event through social storytelling across ambassador and brand channels.

Captured and shared real-time content across Anthropologie’s Instagram Reels, Stories, and TikTok featuring ambassador arrivals, workshops, and exclusive brand moments.

Coordinated editorial coverage on Anthropologie.com spotlighting the ambassadors and their personal style.

Developed a cohesive post-event rollout highlighting behind-the-scenes footage and key takeaways from the weekend.

Empowered ambassadors to document and share their experiences across personal social platforms, driving organic awareness and peer-to-peer engagement.

Encouraged community participation through branded hashtags and cross-tagging, increasing discoverability and UGC.

Generated additional visibility through ambassador-led Reels and recap posts that extended campaign longevity.

Authenticity: Showcase the ambassadors’ genuine connection to the brand through unfiltered, personal storytelling.

Creativity: Highlight Anthropologie’s commitment to artistry and design through immersive brand experiences.

Community: Build a sense of belonging among ambassadors and their audiences.

Empowerment: Position ambassadors as creative collaborators shaping the brand’s visual identity.

Elevated awareness of the newly launched Anthro Ambassador Program across digital and social channels.

Drove strong engagement across ambassador content, generating measurable spikes in reach and community growth during the campaign window.

Strengthened ambassador relationships, establishing a foundation for ongoing collaborations and sustained advocacy throughout 2023.

The Anthro Ambassador Class of 2023 Launch redefined influencer partnership through meaningful in-person connection. By bringing creators inside the Anthropologie world, the brand turned ambassadors into authentic storytellers and community leaders.

The campaign celebrated creativity, craftsmanship, and shared vision - laying the groundwork for an ongoing ambassador program rooted in authenticity and storytelling.

Guild House Hotel