Urban Outfitters-Digital Marketing Strategy

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My Digital Marketing Strategy for Urban Outfitters - along with the NMDL course at Michigan State University.

Published in: Marketing, Business, Technology
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Urban Outfitters-Digital Marketing Strategy

  1. 1. Urban Outfitters Digital marketing strategy By: Lisa Eiche
  2. 2. Target Audience • • • Focus on US market Men and Women between 18 & 30 Attributes: – – – – – – – English-speaking Live in a city Independent Creative Affluent Internet access & smartphone Funky & unique sense of style “Hipsters” • Additionally: Trying to attract people who shop at competitor shops
  3. 3. Big Idea  Creation of different contests for various social media platforms
  4. 4. Tools & Tactics • 3 contests on 3 different platforms: •Plus: blog
  5. 5. acebook • Most important and prominent social media platform • Contest: – Taking pictures of styles from other people – Post an album on Facebook with original theme & at least 15 pictures – Time: 1 month – Winner: who gets the most likes, reposts, comments – Prize: package with Urban Outfitters stuff worth $200
  6. 6. witter •Contest: – “creative answer format” Answering questions by UO creatively; within a limited amount of words – Time: 2 months – Winner: 3 winners with the best answers – Prize: Urban Outfitters gift card worth $50
  7. 7. interest • Contest: – 2 different contests:  Creation of Pinterest board with at least 7 images from urbanoutfitters.com  All posts have to be tagged to their board with #UrbanOutfittersLove – Time: 2 months – Winner: 3 pinners with the best board – Prize: $100 gift certificate to Urban Outfitters
  8. 8. Blog • Supplement of the actual UO blog • Informs & gives (entertaining) facts &tips & shares pictures • Gives updates about the different contests  should make the customers feel important and cared  Strong keywords 
  9. 9. Budget Source Expenses Agency $20.000 Content Managers $28.000 Incentives $350 Blog domain $300 Total $48.650
  10. 10. Goals • 10% more likes on Facebook • 10% more followers on Twitter • Increase brand awareness • Increase general website traffic • Attract new customers • Generate more sales and higher profit

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