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Anthropologie’s holiday marketing seeks to balance emotion, business impact

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Anthropologie’s holiday marketing seeks to balance emotion, business impact

A new “On My Way” campaign captures moments of connection, like reuniting with friends and family at the airport, and is supported by creator-led social storytelling.

Anthropologie debuted its holiday marketing campaign on Monday, spotlighting moments of human connection, according to details shared with sister publication Marketing Dive. The effort is supported by organic social storytelling and will be a testing ground for a partnership struck last month with delivery platform DoorDash.

“On My Way” was developed in-house at the retailer, with ads shot on location at destinations including Shelter Island, New York; Mallorca, Spain; and Vienna. Creative captures people reuniting with friends and family in airport terminals and other transit stations to stoke feelings of both anticipation and the eventual joy of coming together.

Advertising is just one piece of the seasonal push from the Urban Outfitters Inc.-owned lifestyle retailer, which sells a mix of home goods, accessories, clothing and furniture. Anthropologie is trying to cater to shoppers’ needs around different occasions, such as personal styling, hosting parties and gift-giving, while meeting them at various stages of the marketing funnel during a key sales period.

“I think the biggest shift is that we're thinking about the holidays as a world our customer can step into, rather than a single campaign she sees,” Anthropologie Global CMO Barbra Sainsurin told Marketing Dive over email.



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