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DIGITAL CAMPAIGN Urban Outfitter Kang Chan Amrak 12-01-2012
OBJECTIVES10% increase in online shopping. Top of mine online brand awareness15% conversion rate of leads to wins customers. Reinforce UO a part of their identities.
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
Urban Outfitter Cult serves as theme of this campaign, expressed throughinteractive short film that treats Urban Outfitter as a lifestyle cult and its consumersas the cult members. BIG IDEA
Interactive online film features lifestyle of a UO “cult member” andher emotional engagement and relationship with the brand andother members implementation
IMPLEMENTATIONThe film will create a buzz through social media platforms:Facebook, Twitter, Pinterest & Instagram which promote customers’interaction.
IMPLEMENTATIONSearch engine marketing includes paid search advertising and SEO & Blogs
IMPLEMENTATIONMobile advertising with promotion coupon to encourage engagement wit the film and stimulate purchase.
Return on Investment (ROI) Engagement Score Social Interactions Traffic Sources Cost Per Lead Conversion Metrics SEO Keyword RankingPERFORMANCE INDICATORS
BUDGETING3 Month X 30 day X 5 hour X 250$ an hour = $112,500
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.