Urban Outfitters shifts its influencer strategy from reach to participation

Urban Outfitters is launching a creator program centered around the hyper-personalized engagement that comes with passionate micro-creators and their communities.

The move marks a structural shift in the retail brand’s creator strategy, and sees it join a growing group of brands that are gamifying their creator programs — moving away from curated, one-off partnerships toward broad, recurring, points-for-rewards systems that encourage consistent content creation.

Head of brand marketing Cyntia Leo told Digiday 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.”

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