1. DIGITAL CAMPAIGN
Urban Outfitter
Kang Chan Amrak
12-01-2012

2. OBJECTIVES
10% increase in online shopping. Top of mine online brand awareness
15% conversion rate of leads to wins customers. Reinforce UO a part of their identities.

3. Single, affluent 18-30 years old men and women who live in the cities
with funky, unique sense of style. Tech savvy, independent, creative. In
search of self identities.
TARGET AUDIENCE

4. Urban Outfitter Cult serves as theme of this campaign, expressed through
interactive short film that treats Urban Outfitter as a lifestyle cult and its consumers
as the cult members.
BIG IDEA

5. Interactive online film features lifestyle of a UO “cult member” and
her emotional engagement and relationship with the brand and
other members
implementation

6. IMPLEMENTATION
The film will create a buzz through social media platforms:
Facebook, Twitter, Pinterest & Instagram which promote customers’
interaction.

7. IMPLEMENTATION
Search engine marketing includes paid search advertising and SEO & Blogs

8. IMPLEMENTATION
Mobile advertising with promotion coupon to encourage engagement wit
the film and stimulate purchase.

9. Return on Investment (ROI)
Engagement Score
Social Interactions
Traffic Sources
Cost Per Lead
Conversion Metrics
SEO Keyword Ranking
PERFORMANCE INDICATORS

10. BUDGETING
3 Month X 30 day X 5 hour X 250$ an hour = $112,500

11. SUMMARY
• The connection and brand resonance is once again reinforced
In this campaign. It will be brought to the consumers'
attention through a number of digital platforms. The film will
be used for branding consolidation and relationship building
purposes.

12. THANK YOU