American Eagle Outfitters Digital Marketing Campaign Jennifer Marshall
• American Eagle Outfitters as founded in 1977 by Sean Peters and Frank Parretta, who later sold their ownership in 1991.• AE has locations all over the US and Canada along with online shopping.• The target market is 16-27 year old men and women.
Campaign Goals• To use social media to our advantage.• Understanding the customers needs when online shopping and implement them into the stores.• Use mobile advertising to engage with customers.• Create new tag lines consistently to be above competitors.
Campaign Challenges• Selling as much product during non-peak times (when it’s not holiday or back to school).• Competing with some of the top clothing companies for our target market such as: – Abercrombie and Fitch – Hollister – Forever 21 – American Apparel
Social Media• Giving incentives, such as 10% coupons for visiting websites: following/ tweeting at AE, liking us on facebook.• Answering posts and tweets in a timely manner to show dedication to our customers.
Mobile Advertising• American Eagle app to locate clothing at a particular store from shopping on the website.• Downloading our clothing app to get updates and coupons.• Instead of just sending out annoying emails with updates we need to give out coupons to show it is worth their while to have the app.
Tag Lines• New tag lines will give us an edge on our competitors.• It will be something fresh and new every time• Live your Life is the tag line now, ideas to move forward on are while incorporating the Live part: – Live Freely – Live Young
Google AdWords• We want to be the result when someone is shopping online.• If someone types in any type of clothing or accessories or any of our competitors names we want to show up one the first page.• Doing so will put us on the shoppers radar since they may not have thought to go to us in the first place.• Pay Per Click
Budget and Timeline• $60k• The budget includes: – Social media campaign – Mobile advertising and mobile app – AdWord Campaign• Budget is for one year.• Peak times are August (back to school) and December (holiday season)
Measuring Success• Success will be based on coupons that are brought into stores from mobile apps.• It will be measures on Google AdWords.• Direct feedback from social networking sites.• Seeing first hand in stores, what is bringing them into stores.