Adv 420 presentation

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Juicy Couture digital marketing strategy for ADV 420 class.

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Adv 420 presentation

  1. 1. A revolutionized digital marketing campaign. JUICY COUTURE
  2. 2.  Who: Juicy Couture  What: Contemporary casual wear & dress clothing  When: Founded in 1997 by Pamela Skaist-Levy and Gela Nash-Taylor  Where: Based in Arleta, Los Angeles, California THE BRAND
  3. 3.  Juicy couture’s stereotype of bright-colored, velour sweat suites, has stemmed from it’s presence in pop-culture references. A “JUICY” STEREOTYPE
  4. 4.  The BIG Idea: Juicy Couture has increasingly lost touch with a younger generation of consumers. The goal for the campaign would be to increase brand awareness and total sales among women between the ages of 13-18. HOW CAN WE BRING ABOUT BRAND AWARENESS TO HIGH SCHOOL STUDENTS?
  5. 5.  High school students between the ages of 13-18. These women are usually still in high school and have a lot of influence over their peers. I would want to incorporate Juicy Couture’s clothing into the average high school woman’s wardrobe. TARGET AUDIENCE
  6. 6.  Increase conversion rate by 10% over the course of a year.  Increase sales by 12% within the next quarter by marketing clothing on social media frequently used by high school students.  Grow online traffic by 30% by using a number of social media tactics that direct them to Juicy Couture’s official website. KPI CHECK LIST
  7. 7. HOW WILL WE REACH OUR TARGET AUDIENCE?
  8. 8.  FACEBOOK:  Data shows that 75% of high school seniors frequent Facebook on a daily basis.  Juicy Couture should build upon their Facebook page by posting daily updates and integrating their page with their Twitter and Facebook account. The daily posts should highlight when new clothing and accessories are released. I would also want to create a campaign on Facebook in which high school students are encourages posting pictures of them wearing Juicy Couture. FACEBOOK
  9. 9.  Twitter:  Retweet various tweets from high school students who tweet pictures of them wearing our clothing  Youtube:  Create a campaign on this social media vehicle by creating videos with a stylist that illustrate how to wear our clothing. We will post these videos weekly TWITTER & YOUTUBE
  10. 10.  Generate an application for smart phone users  The Juicy Couture application would provide easy access to shop from one’s mobile device.  Create advertisements that appear on social media applications  Make the application user friendly and interactive MOBILE MARKETING
  11. 11.  Total Budget:  Social Media: ~$8 million  Mobile Marketing: ~$3 million  Rounded Total: $11 million  Line items: $500,000 total divided by the total number of people working on the campaign  Strategy: (2 people, 1 month)  Planning the campaign: (2 people, 1 month)  Build the campaign: (5 people, 3 months)  Implementation of the campaign: (5 people, 4 months  Management for the campaign: (3 people, 12 months) THE BUDGET
  12. 12.  Bring about brand awareness to high school women.  Diminish image that Juicy Couture has been viewed from in the past  Create positive brand image for high school women  Decrease complaints from consumers  Generate a more well-known brand image on social media platforms GOALS OF THE CAMPAIGN

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