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Anthropologie #UnexpectedAndUnforgettable
Project
#UnexpectedAndUnforgettable
S/S 2023 Formalwear Campaign & Community Activation
Date
February 2023
Location
Anthropologie HQ inspired, executed globally
Campaign
In Spring 2023, Anthropologie launched #UnexpectedAndUnforgettable, a digital-first campaign celebrating the debut of its formalwear collection. The initiative invited the Anthropologie community to share their own “wow” moments: personal looks, event outfits, and creative expressions that captured what makes style both unexpected and unforgettable.
The campaign blended high-impact editorial storytelling with authentic user-generated content, transforming formalwear from aspirational to attainable, and positioning Anthropologie as the go-to destination for bold, expressive dressing.
Objective
Drive awareness and engagement for Anthropologie’s formalwear line by inspiring self-expression through social storytelling. Strengthen the connection between brand and community by inviting customers to become co-creators of the campaign, increasing both category visibility and conversion across digital channels.
The Challenge
In a crowded market dominated by predictable eventwear, Anthropologie sought to redefine formal dressing through creativity and individuality. The challenge was to elevate everyday glamour while keeping the campaign grounded in authenticity and community participation.
The Plan
Develop a social-first strategy centered on #UnexpectedAndUnforgettable, encouraging customers to post their standout Anthropologie looks for a chance to be featured.
Combine aspirational editorial imagery with community-driven content to create a cohesive, inspiring feed that reflected both artistry and relatability.
Leverage creator partnerships, customer gifting, and native storytelling to drive engagement and participation across platforms.
Owned Channels
Rolled out across Instagram, TikTok, and Anthropologie.com, showcasing the formalwear collection through editorial visuals, Reels, and styling inspiration.
Integrated user content into owned channels, amplifying real community outfits and experiences.
Aligned with email, site, and paid extensions to reinforce the campaign’s reach and message.
Earned Channels
Activated the Anthropologie community through UGC and influencer partnerships, generating organic buzz and authentic visibility.
Encouraged creators and customers to share their #UnexpectedAndUnforgettable looks, leading to viral participation and repeat engagement.
Supported by influencer seeding, press coverage, and social amplification to extend reach beyond existing audiences.
Content + Messaging Priorities
Statement Style: Showcase Anthropologie’s formalwear as unique, confident, and expressive.
Community Connection: Turn customers into collaborators through inclusive calls-to-action.
Visual Storytelling: Merge editorial polish with real-world personality.
Empowerment: Celebrate individuality and creative confidence through fashion.
Results
Achieved 1.8 million views and 32,000+ likes within the first 10 days of launch.
Total Reach: 5.2 million
Total Organic Posts: 56
Community Members Gifted: 30
Conclusion
The #UnexpectedAndUnforgettable campaign elevated Anthropologie’s position in the formalwear market through expressive storytelling and community engagement. By blending bold creative direction with authentic participation, the campaign transformed customers into brand storytellers, generated measurable performance impact, and proved that confidence and creativity never go out of style.
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