Why Aerie's "Pilates Princess" Campaign Works — and What Every Hometown Business Should Steal From It

We don't usually write about national brand campaigns. But Aerie's Pilates Princess push for OFFLINE is the best recent example of the thing we preach to every hometown business: speak the community's actual language, don't invent your own. Here's why it works — the fluency, the pre-paid credibility, the creators, the search demand — and exactly what to steal.