American Eagle Sydney Sweeney Backlash Amplified by Fake TikTok Profiles

• Within a week of launch, American Eagle’s 2025 ad campaign suffered a 4,000% increase in negative sentiment, fuelled by 2.7 million engagements and 881 million potential views.
• 15% of the profiles commenting on TikTok were fake profiles, that strategically spread harmful narratives and boycott calls
• Content by fake profiles received over 77,000 engagements, significantly amplifying the controversy