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BlogWell Chicago Social Media Case Study: American Eagle Outfitters, presented by Jamie Simoni

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In her BlogWell Chicago presentation, American Eagle Outfitters' Marketing Manager – Social Media, Jamie Simoni, shares how they used social media to find the newest faces of their brand. …

In her BlogWell Chicago presentation, American Eagle Outfitters' Marketing Manager – Social Media, Jamie Simoni, shares how they used social media to find the newest faces of their brand.

She talks specifically about their Project Live Your Life 2.0 campaign and how they used social media contests to boost engagement rates and revenue.

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  • 1. SocialMedia.org Video Case Studies Jamie Simoni Project Live Your Life: How to Make Your Customers Your Marketing This video is from BlogWell San Francisco June 20, 2011 socialmedia.org/blogwell SocialMedia.org Case Studies This presentation is from BlogWell Chicago June 19, 2013 socialmedia.org/blogwell
  • 2. HOW TO MAKE YOUR CUSTOMERS YOUR MARKETING PROJECT LIVE YOUR LIFE
  • 3. THE PROBLEM: SEA OF SAMENESS 2
  • 4. BRAND DNA • American denim brand inspired by the adventurous spirit of our 20-year old customer. • Denim is at our core. • We make clothes that comfortably fit our customer’s life. • We’re real. We fit everyone. We welcome all. 3
  • 5. THE IDEA: REAL PEOPLE • Project Live Your Life 1.0 • Great first step but didn’t give us the opportunity to see the depth in people • Re-create contest to showcase personal style, talents and individuality 4
  • 6. PROJECT LIVE YOUR LIFE 2.0 • The Team • Social Media, Brand Marketing, Legal, Creative, CRM, IT • Goals • Create a platform to showcase personal style and talents • Drive sales and traffic • Find a cast for our Back to School 2013 campaign 5
  • 7. TIMELINE • October 2012: Business Requirements, Wireframe Reviews, Initial Marketing Plan • November 2012: Wireframe Approval, Creative Reviews • December 2012: Admin Wireframe Review and Approval, Contest Site Feature Approvals, Final Marketing Plan Approval, Terms and Conditions Development, Approval of Entrant and Voter Offers • January 2013: Approval of Final Terms and Conditions, Development of Email APIs, Creative Review of Emails • February 2013: Launch of Contest and Marketing Go Live • May 2013: BTS Photo Shoot 6
  • 8. 7
  • 9. CONTEST OVERVIEW • How to Enter 8
  • 10. 9
  • 11. CONTEST OVERVIEW • Weekly Contests • Goal was to get yourself in to the Top 200 in your category by getting votes • 4 winners per category (2 guys and 2 girls) chosen weekly by the judging panel • 30% off your purchase for entrants and 20% off your purchase for voters • Final Round • ‘American Idol’ style voting • 1 guy and 1 girl per category by highest vote count • 8 Wildcards • Prizing • Weekly finalists - $100 AEO Gift Card • Top 10 Vote Getters in each category - $50 AEO Gift Card • Grand Prize - $2,500 and the chance to be in our marketing 10
  • 12. MARKETING • In-store Signage • Widget on AE.com 11
  • 13. 12 • Facebook Frictionless Sharing • Facebook Posts and Advertising
  • 14. • Twitter posts and advertising • Email • SMS and Push Notifications 13
  • 15. Each week we featured one standout male on Monday and female entrant on Friday on the AE Blog as inspiration to enter Project Live Your Life. 14 • Blog Posts
  • 16. 15 • Sharing
  • 17. THE RESULTS • Contestant profiles were full of photos and media • Diverse Cast • Successful in driving traffic and sales through couponing (Revenue was +1,074% to Project Live Your Life 1.0) • Social Media drove ~75% of traffic to the contest site 16
  • 18. PROJECT LIVE YOUR LIFE WINNERS - WOMEN Lauren Day Beach Abbey Ford Spring Break Diana Lu Festival Do Young Lee Sharp & Chic Emily Rudd AEO Heritage Kelsey Knickerbocker Bright & Bold Nikki Phillipi Bright & Bold (wildcard) Elora Blanco AEO Heritage (wildcard) Quinci Smith Spring Break (wildcard) Hanna Russel Festival (wildcard) 17
  • 19. PROJECT LIVE YOUR LIFE WINNERS - MEN Kyle Neff Sharp & Chic Sam Law Spring Break Luke Warrington Festival Christopher Abbs Beach Frankie Cena AEO Heritage Trevor Carstens Bright & Bold Cameron Sarradet AEO Heritage (wildcard) Nathan Felsberg AEO Heritage (wildcard) Jacob Salas Spring Break (wildcard) Damon Dominique Festival (wildcard) 18
  • 20. LESSONS LEARNED • Stay within scope • Cheating accusations and vote buying 19
  • 21. THANK YOU! Jamie Simoni @JamieSimoni @AEO 20
  • 22. Learn more about past and upcoming BlogWells socialmedia.org/blogwell This video is from BlogWell San Francisco June 20, 2011 socialmedia.org/blogwell SocialMedia.org Case Studies This presentation is from BlogWell Chicago June 19, 2013 socialmedia.org/blogwell

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