Anthropologie’s UGC Strategy on Kale: Where Everyday Buzz Meets Timely Moments

Background & Objectives

Anthropologie, a major lifestyle retailer with a product assortment spanning apparel, home decor, and more, has partnered with Kale over the past few years to scale its social presence through always-on UGC. 

The Anthropologie team uses Kale to tap into passionate super fans who are excited to share their love for the brand with their communities. This streamlines the work of Anthropologie’s social team, helping them instantly connect with fans who are both already enthusiastic about the brand and have engaged followings. 

Most recently, Anthropologie leaned into its always on strategy by working with Kale to create challenges that spotlight specific brands within the Anthropologie family and lean into seasonal moments. 

Strategy

Anthropologie launched multiple challenges on Kale as part of its always on strategy and seasonal pushes that span product lines. Anthropologie intentionally mixes focused and broader prompts to spark engagement around both the overall brand and specific moments or priorities. Below are two examples that highlight this approach. 

Maeve by anthro: 

Maeve, a popular Anthropologie clothing brand, recently launched its own social channel, @maevebyanthro. To generate awareness and buzz, Anthropologie created a challenge encouraging Kale creators to post a video wearing their favorite Maeve piece and help spread the word about the new channel. 

Seasonal Sips: 

In addition to spotlighting clothing, Anthropologie also wanted to showcase its extensive homeware collection. Tapping into the fall drink trend (PSL, anyone?), Anthropologie launched a challenge asking creators to mix up their favorite fall drink and enjoy it in their go-to Anthro juice glass. 

Results 

Anthropologie’s combination of always-on campaigns and seasonal pushes has delivered impressive results. In Q4 to date, the brand has generated a 6.45% engagement rate and received posts from 112 unique creators, all at a highly efficient cost per engagement of $0.73. These results are reinforced by Anthropologie's year to date metrics, including a 6.61% engagement rate and a $0.68 cost per engagement, highlighting how the brand’s always-on strategy scales over time and leads to strong quarterly results.