Abercrombie & Fitch - What Does The Fox Say?

A few summers ago Carly Rae Jepsen's 'Call Me Maybe' was the hit of the summer.  The song began trending in large part because Justin Bieber uploaded a video of him lip syncing to the song.  That kicked off a trend of thousands of people creating 'Call Me Maybe' lip sync videos with everyone from the Miami Dolphins Cheerleaders to Jimmy Fallon getting in on the act.  Several brands also created their own, with Abercrombie & Fitch creating the most popular branded version.  The video (20 million views to date) featured various half-naked Abercrombie models from cities around the world.  Eight months later, Abercrombie decided to also jump on board the Harlem Shake meme and create an Abercrombie & Fitch Harlem Shake video, though they were a bit late to the game and the video only garned 200k views.

Memejacking now seems to be a bona fide part of their content strategy as they've also jumped on the What Does The Fox Say? trend by creating their own version of the song featuring Abercrombie models.  It's a smart strategy as they can pretty much guarantee an audience by piggybacking on whatever is trending and inserting half-naked models into the equation.



Posted by: Reuben Halper