"This has been a long-standing pillar of our strategy and offense. We really started this about two years ago, taking the approach of 'How do we create moments? How do we create experiences that really bring communities together?' We've heard from our Gen Z customers that they want more moments, especially in real life, to come together around causes, interests, habits, etcetera."
"Me@UO, launching Feb. 25, is a platform for creators with fewer than 10,000 followers that invites them to respond to weekly prompts in exchange for affiliate revenue and access to exclusive content. It's kicking off with Add to Story, a campaign starring pop icon Zara Larsson that will run until April 24."
"The program, called Me@UO, which will feature seasonal campaigns culminating in rewards for top creators, won't replace traditional influencer marketing or even affiliate schemes, but will signify a shift away from 'campaigns you just watch to campaigns you really want to join.'"
Urban Outfitters introduced Me@UO, a creator program targeting micro-creators with fewer than 10,000 followers, marking a structural shift in the brand's creator strategy. The platform invites creators to respond to weekly prompts in exchange for affiliate revenue and exclusive content access. The initial campaign, Add to Story featuring Zara Larsson, runs until April 24, with top 100 creators earning a brand trip to Joshua Tree. This move reflects a broader retail trend toward gamified creator programs using points-for-rewards systems that encourage consistent content creation. Rather than replacing traditional influencer marketing, Me@UO represents a transition from passive campaign viewing to active community participation, addressing Gen Z demand for real-life experiences and community moments.
Read at Digiday
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