ADV 420 Final- American Eagle Digital Strategy

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ADV 420 Final- American Eagle Digital Strategy

  1. 1. American Eagle’s #SummerGirl Campaign Molly Moorfoot ADV 420
  2. 2. The Big Idea  Increase brand awareness for American Eagle  Gain a greater position in consumer’s minds  With the use of social media sites and internet marketing tools, spread enthusiasm to our consumers
  3. 3. Target Audience  Satisfy the current and future needs of college-aged women  American Eagle’s Spring and Summer Collection
  4. 4. Tracking The Campaign  Google Adwords  Search Engine Optimization  Tracking Facebook, Twitter ads
  5. 5. Social Media  Gain a greater presence on Facebook, Twitter, Instagram  Create a summer-related blog which touches on girls’ adventures in their American Eagle gear
  6. 6. Tips For Social Media  Facebook Marketing Bible  Review previous Case Studies  Keep up with current market trends  Tools for tracking your campaign
  7. 7. Social Media Contests  #AEGiveAway – American Eagle giving gift cards to randomly-selected girls who tweet this hash tag and follow American Eagle  #AEdventure – girls post pictures of themselves on summer adventures to be featured on AE’s Facebook page or blog
  8. 8. #SummerGirl  Encourage girls to tweet/Instagram using the hashtag #SummerGirl to document their American Eagle summer outfits
  9. 9. Budget  Twitter: ($31.85/day)= $2,898.35  Facebook: ($100.00/day)= $9,100.00  Google Adwords: ($1,000.00/day)= $91,000.00  Sweepstakes: (10 gift cards)=$1,000.00  #SummerGirl posters for stores= $9,110.00  Total= $113,108.35  (Campaign Runs April 1- July 1)
  10. 10. Public Relations  Keeping a positive presence on social media sites  Respond to both positive and negative comments from fans/followers

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