2. 1
TABLE OF CONTENTS
Project Action Plan………………………………………………..…………....………2
Press Releases……………..……………………………………………..……………..5
Fact Sheet………………………………………………………………………………..9
Infographic…………………..…………………………….…………………………....10
Media Alerts……………..………………………………………………………….......11
Pitch Letters……………………....………….………………………………………….13
Radio PSAs……...…………………………………………….………..……………….15
Social Media Strategy Overview…………………....…..…….……….………………..17
3. 2
PROJECT ACTION PLAN
I. Introduction
Our public relations task at hand includes partnering Aerie, the American Eagle's sister
store for women’s lingerie, and their #AerieReal campaign with the nonprofit, Beauty Redefined.
The #AerieReal campaign, is one that promotes positive body image by not retouching their
model’s photos. Beauty Redefined is an organization started by two identical twins who hold
doctorate degrees in the study of media and body image. Lexie and Lindsay Kite, “have a
passion for helping girls and women recognize, reject and resist harmful messages about their
bodies and what ‘beauty’ means and looks like.”
Both organizations hold positive relationships with their respective audiences in the
public. Each strives to promote positive body image, self-love and confidence with teen and
young adult women. The PR opportunity we see presented is combining these two organizations
and coming up with a new campaign, #BeautyIsMe and media kit to promote a fun, interactive
and relatable campaign in hopes of gaining a stronger media presence.
II. Client/Audience Research
Aerie is a brand owned by American Eagle Outfitters (AEO). AEO is a publicly traded
company and has more than 950 American Eagle stores currently operating. In contrast to the
number of AEO stores, there are 148 Aerie standalone stores. AEO and Aerie products are both
sold online as well to over 80 countries worldwide.
We plan to direct our communications and promotion efforts towards a younger
generation of women, age range 13-25. Majority of women during this stage in their lives, are
going through frequent body changes both physically and chemically, often leaving them
emotional, unsure and displeased. In this particular phase, these ladies are seeking social
acceptance, romantic approval, and naturally conforming to society’s standards, all while still
battling to find themselves. They’re entering high school, seeking someone to eat lunch with and
attempting to make sense of dating. As they enter college, they’re becoming more independent,
and being mindful of how much they eat and work-out, while simultaneously managing to make
time to study. By graduation and their first full-time job, they’re still striving to know exactly
who they are and how they fit into this world.
4. 3
Beauty Redefined wants that battle to end and instead have women focus on “taking back
beauty”. The non-profit organizations offers online modules, merchandise, resources and
supportive events to help their audience achieve the mission of redefining beauty. Similar to that
of the #AerieReal campaign, Beauty Redefined wants to eliminate the false media perception of
how women should, look, eat and present themselves to others.
III. Objectives
Our impact objective is attitudinal. We plan to strengthen the perception and belief in the
Aerie brand and AerieReal campaign. We also plan to bring positive body image, self-love, and
confidence to the public’s attention. Ideally, we’d like to intertwine these two organizations to
create a sense of positivity in women when it comes to thinking about their bodies. We want
women to want to look in the mirror every day and love themselves for who they are no matter
what their body looks like.
Our output objective is to create and distribute a media kit to promote our campaign to
national media outlets. We plan to host events, come up with some social media tactics and with
that, create an entire media kit.
IV. Programming
Theme: “Runway to Real Way”
Message Points:
1. Who needs Photoshop when the real you is fabulous.
2. You define what beauty means, not the media.
Strategy: Our strategy is to raise awareness about positive body image for young women
through social media content. We want to “break the internet” by taking over celebrity images
and replacing them with our own. These authentic, real women, untouched photos will capture
women wearing the same things supermodels, celebrities and socialites wear. This “Runway to
Real Way” initiative will aim to promote self-confidence, love and admiration for the skin you’re
in. Social media content that will go viral will help bring this campaign to fruition and truly
5. 4
educate women on the effects the media has on perceived body image so that in turn, they can
make their own decisions about what beauty really means to them.
Tactics:
● Social Media
○ Promote the Pop-Up Booth Event
○ Promote Aerie and their clothing along with #AerieReal and #BeautyIsMe
○ More examples in Social Media Strategy Overview
● Celebrity Endorsement/Personal Appearance
○ Serena Williams, Emma Roberts and Demi Lovato
● Special Events
○ Pop-up Booths where women can take photos in casual attire and we post them
on magazine templates, taking the “Runway to Real Way”
○ Award Show to honor high school/college women promoting positive body
image
○ Rally/Protest against the media to combat false perceptions of body image
V. Evaluation
We will measure if this campaign was successful through the attendance numbers at our
events and the amount of social media engagement we cultivate. Also, we will administer before
and after surveys to see if we were able to change the minds of some women.
6. 5
FOR IMMEDIATE RELEASE
FIRST EVER AERIE POP-UP BOOTH TO KICK OFF IN CENTRAL PARK
NEW YORK CITY (June 12, 2015) – The first ever Aerie Pop-Up Photo Booth in partnership
with Beauty Redefined is set to hit Central Park on Sunday, June 14 with special guests, Serena
Williams, professional tennis player, and Emma Roberts, actress and the star of the next
installment of the #AerieReal campaign.
At this event, guests will be able to take pictures inside the photo booth, and the pictures
have a chance to end up in Aerie’s next magazine spread. There will be live entertainment in the
form of a DJ, and Williams and Roberts will be available to mingle and meet fans as well as
complete select media interviews. The Aerie models will also be in attendance and available to
socialize with fans. Registration for this event will begin at 11 a.m. and the actual event will start
at 12 p.m.
This event is part of a bigger picture to promote positive body image in young women.
Aerie and nonprofit partner, Beauty Redefined, aim to travel all over the country to different
cities with this pop-up photo booth to successfully educate and involve young women in the
importance of positive body image.
Aerie, part of American Eagle Outfitters, has an already ongoing campaign called
(more)
7. 6
#AerieReal in which they never retouch their photos. Beauty Redefined is a nonprofit
organization whose mission is to encourage women that the models seen in today’s pop culture
are not what real women look like. They aim to promote the love of one’s own body instead.
For more information about Beauty Redefined, check out this link:
http://www.beautyredefined.net/about-us/.
Media Contact:
Taylor Scheese
VP of Communications, Aerie
610-780-6096
taylor.scheese93@gmail.com
###
8. 7
FOR IMMEDIATE RELEASE
DEMI LOVATO TO HONOR PHILADELPHIA GIRLS HIGH STUDENT AT AERIE
REAL AWARDS
Honor Roll Student Tiffany Evans to Receive a $1,000 Scholarship
PHILADELPHIA (July 12, 2015) -- Aerie by American Eagle is proud to announce their first
ever #AerieReal Award and scholarship recipient, Tiffany Evans. The #AerieReal Award show
was created to honor high school and college women who are working diligently in their
communities to make a difference in the areas of positive body image, self-love and confidence.
The award show will be held on July 16 at Vie in Philadelphia just north of City Hall at 600 N.
Broad St. Philadelphia, PA 19130 from 6 pm. to 9 p.m. The event will include a full-course
dinner reception followed by a presentation from Beauty Redefined Founders, Lindsay and Lexie
Kite with a keynote speech by Billboard Top Artist, Demi Lovato.
Aerie created the #AerieReal campaign in Spring 2014 to challenge supermodel
standards by featuring unretouched models in their collection of bras, undies and apparel
advertisements. Aerie’s brand is aimed at the 15-25 year old demographic, and it has been
proven by numerous studies and surveys that young women's sense of body confidence is so
often influenced by the images of female beauty they see in media. The #AerieReal Awards
hopes to bring nation-wide attention to issues of body image, to combat the media's and societies
perception on beauty.
(more)
9. 8
Tiffany Evans, originally from Miami Florida is a senior honor student at Philadelphia
High School for Girls. She created a student organization with six of her friends called, Take
Back Beauty to help promote positive body image. Evans credits her childhood in Miami for her
inspiration in creating the organization. “Growing up in Miami was rough constantly being
around small, beautiful women. I didn’t feel like I could ever look like them or the models in
magazines.” Evans adds. After moving to Philadelphia when she was 15, she wanted to create an
opportunity for women to begin to build confidence starting at a young age. The organization
holds workshops and seminars for young girls at different elementary schools in Philadelphia. To
follow Evans’ story visit her website at www.WeTakeBackBeauty.org.
Aerie is the sister store of American Eagle Outfitters (AEO) that specializes in lingerie
and intimate apparel. Founded in 2006, Aerie currently has 148 stand-alone stores in the United
States and Canada. Additionally, their merchandise are available at 82 licensed international
franchise stores in 13 countries. AEO offers high-quality, on-trend clothing, accessories and
personal care products at affordable prices
Media Contact:
Tykia McWilliams
Account Executive, Aerie
215-459-1706
tykia.mcwilliams@gmail.com
###
10. 9
ABOUT AMERICAN EAGLE OUTFITTERS
American Eagle has a clearly defined set of "corporate values" which guides the actions of
employees at all levels of the AE organization:
PEOPLE
The vitality of our company resides in our people. We collaborate, we engage, we achieve.
INTEGRITY
We hold ourselves accountable to the highest standards. In the face of difficulties and challenges,
we don't compromise.
PASSION
Our passion infuses our actions and purpose. It transforms stores into places of energy and
customer delight
INNOVATION
We operate in a dynamic and competitive industry. We continually refine the unique processes
that drive our business, and we use insightful research and analysis to balance our instinct and to
guide our decisions. Our associates embody entrepreneurial spirit, develop creative solutions,
and initiate change.
TEAMWORK
We work together - listening to one another, reaching consensus and supporting group decisions.
We celebrate achievements. Because we respect and trust one another and commit ourselves to
our company goals, our teamwork succeeds.
Public Company
Incorporated: 1993
Employees: 10,892
Sales: $3.16 billion (2011)
Store locations: 950
Aerie: 148
Stock Exchanges: NASDAQ
Ticker Symbol: AEOS
NIAC: 448190 Other Clothing Stores; 448150 Clothing Accessories Stores
12. 11
For Immediate Release
Contact: Taylor Scheese
VP of Communications, Aerie
610-780-6096/taylor.scheese93@gmail.com
***MEDIA ALERT***
First ever Aerie Pop-Up Photo Booth sponsored by Beauty Redefined
WHAT: The first ever Aerie Pop-Up Booth aims to promote positive body image for women by
having them pose for pictures that might eventually be placed in Aerie magazines. There will be
a DJ and other entertainment as well.
WHEN: Sunday, June 14th. Registration begins at 11:00am, and the Photo Booth kicks off at
12:00pm.
WHERE: Central Park
WHO: Anyone is invited to attend this event. Professional tennis player, Serena Williams, will
be in attendance to support this cause along with Emma Roberts, the star in the next installment
of the #AerieReal campaign. The Aerie models will also be in attendance. Williams and Roberts
will be available for meet and greets, and will also be available for select media interviews.
BACKGROUND: Aerie hopes to promote positive body image for women. By partnering with
Beauty Redefined, Aerie aims to make this pop-up photo booth successful, and hopefully turn
this into an annual event.
This year, Aerie and Beauty Redefined will strive to make a lasting impression on women
regarding positive body image. The photo booth will be free, but donations will be appreciated.
Any and all proceeds will go to Beauty Redefined to help their mission in creating positive body
image.
Beauty Redefined is a nonprofit organization whose mission is to discourage women from
believing everything they see in the media, and instead promote positive body image.
- See more at: http://www.beautyredefined.net/about-us/
13. 12
For Immediate Release
Contact: Tykia McWilliams
Account Executive, Aerie
215-459-1706 /tykia.mcwilliams@gmail.com
***MEDIA ALERT***
Demi Lovato to Make an Appearance at First Aerie Real Awards
WHAT: Aerie by American Eagle is proud to announce their first ever Aerie Real Awards. The
Aerie Real Award show was created to honor high school and college women who are working
diligently in their communities to make a difference in the areas of positive body image, self-
love and confidence
WHEN: July 16, 2015 from 6pm-9pm
WHERE: Vie, 600 N. Broad St. Philadelphia, PA 19130
WHO: Aerie Real Award recipient Tiffany Evans, a Philadelphia high school honor student will
be honored and given a $1,000 scholarship. Evans created a student organization called, Take
Back Beauty to help promote positive body image in her community through seminars and
workshops. Media is invited to attend by RSVP’ing in advance.
BACKGROUND: Aerie will partner with Beauty Redefined, in hopes to promote positive body
image for women. By partnering with Beauty Redefined, Aerie aims to bring nation-wide media
attention to show women that the REAL you is beautiful, not what the media portrays.
The event will include a full-course dinner reception followed by a presentation from Beauty
Redefined Founders, Lindsay and Lexie Kite with a keynote speech by Billboard Top Artist,
Demi Lovato.
Beauty Redefined is a nonprofit organization whose mission is to discourage women from
believing everything they see in the media, and instead promote positive body image.
- See more at: http://www.beautyredefined.net/about-us/
14. 13
July 12, 2015
Leah Wyar
Executive Beauty Director
Seventeen Magazine
300 W. 57th St.
17th Fl.
New York, NY 10019
Dear Ms. Wyar:
On July 16, Aerie in partnership with Beauty Redefined will be awarding one high school senior
a $1,000 scholarship to honor her for working exceptionally hard within her community to make
a difference in the area of positive body image.
The award show itself will be held in Philadelphia where invitees will enjoy a full-course dinner
followed by a keynote speech delivered by Billboard Top Recording Artist, Demi Lovato.
Following this will be a presentation from Beauty Redefined Founders, Lindsay and Lexie Kite.
The winner, Tiffany Evans, created a student organization whose mission is to promote positive
body image called Take Back Beauty. The organization informs young girls about the
importance of positive body image through workshops and seminars throughout different
elementary schools all over Philadelphia. To follow Evans’ story, visit her website at
www.WeTakeBackBeauty.org.
We believe the readers of Seventeen Magazine would enjoy reading this story, and it might
inspire them to reach out and be involved with their communities as well. We hope you agree.
I’ll be in touch very soon.
Sincerely,
Taylor Scheese
VP of Communications
Aerie
610-780-6096 or taylor.scheese93@gmail.com
15. 14
August 8, 2015
Deborah Needleman
Style Editor
New York Times Magazine
620 Eighth Avenue
New York, NY 10018
Dear Ms. Needleman:
In 2015, studies showed that roughly 42 percent of first through third graders want to be thinner.
Additionally, nearly 80 percent of women say that the images of women on television and in
movies, fashion magazine and advertising makes them feel insecure.
On August 12th, 2015, Aerie will partner with Beauty Redefined in a peaceful rally and protest
against societal norms and media perception of body image. The “Beauty is Me” rally invites
women of different shapes and ethnicities to join us as we walk the streets of New York to raise
awareness on positive body image.
The rally will begin promptly at 9am just outside of Central Park West. Founders of Beauty
Redefined, Lindsay and Lexie Kite will kick off the event with a brief introduction of the many
issues women face every day with pressure from the media to look beautiful.
We believe your readers would take interest in reading an article about this event.
I’ll be in touch again soon to discuss a possible interview. In the meantime, if you have any
questions, please don’t hesitate to call.
Sincerely,
Tykia McWilliams
Account Manager
Aerie
215- 459- 1706 or tykia.mcwilliams@gmail
16. 15
Radio Public Service Announcement: PSA
(:20 seconds)
Redefining Beauty
IMMEDIATE: TFN
:20 SECOND SPOT
Did you know that approximately 91 percent of women are unhappy with their bodies? This
epidemic of body shaming is striking and can be deadly. Through the promotion of positive body
image, Beauty Redefined is here to help change this statistic. Check out our website, and follow
us on our social media sites to learn more about what you can do to help!
###
Media Contact:
Taylor Scheese
VP of Communications, Beauty Redefined
610-780-6096
tss5197@psu.edu
17. 16
Radio Public Service Announcement: PSA
(:20 seconds)
Beauty is Me
IMMEDIATE: TFN
:20 SECOND SPOT
In 2015, 80 percent of women say that the images of women on television and in movies, fashion
magazines and advertising makes them feel insecure. Roughly 42 percent of first through third
graders want to be thinner. Join Aerie and Beauty Redefined on August 12, 2015 to stop this.
Learn more at www.AerieReal.com
###
Media Contact:
Tykia McWilliams
Account Manager
Beauty Redefined
tykia.mcwilliams@gmail.
18. 17
SOCIAL MEDIA GOALS
Goal #1: Our goal is to bring attention to ending body shaming based on the media’s perception
of beauty by sharing statistics based on research.
Goal #2: Raise awareness on positive body image through special events, celebrity endorsements
and social media campaigns and sharing these with followers.
Goal #3: Break the internet with our Runway to Real Way challenge to inspire women to define
what beauty means and not the media.
We plan to measure our social media goals by collecting data over a one-year time span of
followers, consumer interaction (shares, retweets etc.) and short surveys given to those that
attend our special events.
19. 18
AERIE SOCIAL MEDIA AUDIT
Social
Media
Sites
URL Followers Last
Activity
Date
Action
Facebook https://www.facebook.com
/Aerie/
1,552,302 12/7/15 Posted a link to an article on their
blog with a caption and image.
Twitter https://twitter.com/Aerie 101,000 12/7/15 Posted a link to a sweepstakes with
an image attached.
Instagram https://www.instagram.co
m/aerie/?hl=en
389,000 12/6/15 Posted an image with a caption
Google+ https://plus.google.com/+A
eriePretty/posts
204 12/6/15 Shared a link to the website with an
image.
Pinterest https://www.pinterest.com/
aerie/
26,300 12/4/15 Pinned an image about holiday
sweaters.
YouTube https://www.youtube.com/
playlist?list=PLBCB37CB
044E610CA
25,585 9/14/14 Posted a video titled “Real Talk:
Sports Bras”
COMPETITOR (VICTORIA SECRET) SOCIAL MEDIA AUDIT
Social
Media
Sites
URL Followers Last
Activity
Date
Action
Facebook https://www.facebook.com/
victoriassecret
26,676, 248 12/7/15 Posted an image with caption
Twitter https://twitter.com/Victoria
sSecret
8.63 Million 12/7/15 Posted an image with caption
Instagram https://www.instagram.com
/victoriassecret/
27.9 Million 12/6/15 Posted an image with a caption
Google+ https://plus.google.com/+V
ictoriasSecret/posts
390,654 12/1/15 Shared a link to the website with
an image.
Pinterest https://www.pinterest.com/
victoriassecret/
276,800 12/4/15 Pinned an image about the 2015
Victoria Secret Fashion Show
YouTube https://www.youtube.com/
user/VICTORIASSECRE
T
25, 585 9/10/14 Posted a video titled “Victoria’s
Secret Holiday 2015 TV
Commercial (Extended Cut)”
20. 19
BEAUTY REDEFINED SOCIAL MEDIA AUDIT
Social
Media
Sites
URL Followers Last
Activity
Date
Action
Facebook https://www.facebook.com
/BeautyRedefined
57,584 12/7/15 Posted a link to an article on their
blog with a caption
Twitter https://twitter.com/takebac
kbeauty
6,036 12/7/15 Replied back to someone
Instagram https://www.instagram.co
m/beauty_redefined/
10,900 12/6/15 Posted an image with a caption
Google+ https://plus.google.com/11
4366754221566639521/po
sts
1,089 12/7/15 Shared the same post that they
shared on Facebook
Pinterest https://www.pinterest.com/
beautyredefined/
2,010 12/4/15 Pinned an image about the dieting
industry
YouTube https://www.youtube.com/
user/TakeBackBeauty
345 12/22/14 Posted a video titled “How Self-
Objectification Hurts Girls and
Women”
COMPETITOR (ABOUT FACE) SOCIAL MEDIA AUDIT
Social
Media
Sites
URL Followers Last
Activity
Date
Action
Facebook https://www.facebook.com/
aboutfacesf?_rdr=p
7,099 12/2/15 Posted about an event they are
hosting
Twitter https://twitter.com/aboutfac
esf
3,212 12/7/15 Tweeted an article from
Huffington Post
YouTube https://www.youtube.com/u
ser/aboutfacesf
74 8/17/15 Posted a video titled
“#Bikinis4All: Marianne”
Tumblr http://aboutfacesf.tumblr.co
m
(Unknown) (Unknown
)
Posted a Huffington Post
article
21. 20
CONTENT STRATEGY
We plan to post twice daily on Twitter, once daily on Facebook, and once on Instagram,
but not necessarily every day. These posts do not include retweets, responding to comments,
liking pictures, etc. This only includes our own generated content. Within these posts, we plan to
promote events, such as the Pop-Up Booth, and promote Aerie’s brand and their clothing in
general. We plan to create and post event pages for our events and link them to our posts on
Facebook, while also posting relevant pictures with each post. On Instagram, we plan to post a
photo with our captions, and when events are happening, we plan to link the Facebook event
page to our Instagram bio page.
Overall, we hope to engage our followers. We want our followers and friends to
comment, share, like, retweet, etc. We also plan to respond to as many people as we possibly can
to create even better relationships with the people who follow us.
22. 21
SOCIAL MEDIA CALENDAR
MONDAY (June 8, 2015)
Time Topic Copy Type of Link
TWITTER
12:45 Announcement
We have a secret to share and you won't want to miss it! Check back at
3:00pm EST! Post photo
3:00 Announcement
We're extremely excited to announce our first ever Pop-Up Photo Booth set
to take place THIS SUNDAY in Central Park!
Post the
Facebook
event page
FACEBOOK
3:00 Announcement
We're extremely excited to announce our first ever Pop-Up Photo Booth set
to take place THIS SUNDAY in Central Park! There will be a DJ,
entertainment, and plenty of special guests! Who knows, maybe YOU will be
featured in our next magazine spread! Check out the event posted below for
all the details.
Post the
Facebook
event page
INSTAGRAM
5:00 Announcement
Come join us for our first ever Pop-Up Photo Booth where you can possibly
be featured in our next magazine spread! With entertainment, a DJ, and
special guests, what more could you ask for? Click the link in our bio for
more details! Post photo
TUESDAY (June 9, 2015)
Time Topic Copy Type of Link
TWITTER
1:25 Announcement
Who doesn't love a good selfie? Be sure to join us to take all the free
photos you want! Post photo
2:00 Update on Event
Use hashtag #BeautyIsMe to tweet a selfie and win a chance to score
an awesome fan-bag!
Post photo and
Facebook event
Page
FACEBOOK
3:00 Update on Event
Look out for another post this week with the announcement of who
our surprise special guests will be. Trust us, you don't want to miss
this!
Post the link to the
Facebook event
page
INSTAGRAM
N/A No Post Today
23. 22
WEDNESDAY (June 10, 2015)
Time Topic Copy Type of Link
TWITTER
3:00
Summer
Must-Haves
School is out and summer is here! What are some of your
summer faves? #BeautyIsMe
Post photo of a girl on the
beach
5:00
Summer
Clothes
We’re loving the lace look this season. How about you?
#RockTheLace #BeautyIsMe
Post photo of Demi Lovato
wearing one of our lace
bralettes at a concert
FACEBOOK
3:00
Summer
Must-Haves
Want to know our favorite summer must-have? All things lace,
of course! Show us know how you dress up your lace bralettes,
or let us know what your summer must-haves are!
Post photo of one of our
models in our top-selling lace
bralette
INSTAGRAM
5:00
Summer
Clothes
How do you stay cool for the summer? Demi Lovato pairs our
lace bralette with a sheer top for a totally chic look! Show us
how you #RockTheLace
Post photo of Demi Lovato
wearing one of our lace
bralettes at a concert
THURSDAY (June 11, 2015)
Time Topic Copy Type of Link
TWITTER
2:00
Event
Update
We didn’t forget about you tweeps. TOMORROW
find out who will join us at our Pop-up Photo
Booth!
3:52
Event
Update
We here the celeb guest are a real witch and
monster on the court...
Post photo of emoji eyes and question
mark
FACEBOOK
2:00
Event
Update
Find out TOMORROW who the special guests will
be at our Photo Booth event! Get excited!!
Photo of the actual Photo Booth with
some of the Aerie models
INSTAGRAM
N/A
No Post
Today
24. 23
FRIDAY (June 12, 2015)
Time Topic Copy Type of Link
TWITTER
1:00 Announcement
You’ve waited, now here it is. Our special pop-up photo
booth guest are Emma Roberts and Serena Williams!
Post link to event page,
along with a photo of
Serena Williams and Emma
Roberts posing together
3:00 Announcement Be sure to RSVP to win a freebie at our pop-up photo booth!
Post link to Facebook event
and image of Aeie gift bags
FACEBOOK
1:00 Announcement
The day has come..... Our surprise special guests will be
Emma Roberts and Serena Williams! Don't miss out on an
amazing opportunity to meet these incredible women on
Sunday! For more information, check out our event page!
Post link to event page,
along with a photo of
Serena Williams and Emma
Roberts posing together
INSTAGRAM
3:00 Announcement
The announcement you've all been waiting for is finally here!
Our special guests will be Emma Roberts and Serena
Williams! Be sure to join us Sunday and have your chance to
meet these inspiring women! Link in bio for more
information.
Post photo of Serena
Williams and Emma
Roberts posing together
SATURDAY (June 13, 2015)
Time Topic Copy Type of Link
TWITTER
1:00 Hype for Event
Happy Saturday! Tomorrow is the big day. Be sure to keep
tweeting those #BeautyIsMe selfies. #AerieReal
Post photo Serena and
Emma showing excitement
3:15 Hype for Event
Hey Tweeps! The person who tweets the best #BeautyisMe
selfie will win a surprise gift! Ready. Set. Go!
Post photo of Emma
holding an Aerie Gift box
FACEBOOK
1:00 Hype for event
Tomorrow's the day! Serena and Emma can't contain their
excitement! Can't wait to see all of your beautiful faces in
Central Park at 11 AM! Be sure to arrive early for the best
experience.
Post photo of Serena and
Emma showing excitement
INSTAGRAM
3:00 Hype for event
It's almost here! Serena and Emma can't wait to meet you all
tomorrow in Central Park at 11 AM! Be sure to arrive early.
Post photo of Serena and
Emma showing excitement
25. 24
SUNDAY (June 14, 2015)
Time Topic Copy Type of Link
TWITTER
10:00 Event Day
TODAY! Come out at 11 AM to register! Tag us in all of your
photos today, and you could be featured on our Facebook page!
Post link to the event page,
and also post a photo of
Serena and Emma posing
with the DJ
12:00 Event Day
Congrats to our #BeautyIsMe selfie challenge winner Nicole
Davis! Be sure to DM us Nicole! Post image of winning selfie
FACEBOOK
10:00 Event Day
Today's the day!! Our DJ's warming up, and Serena and Emma
are getting excited for your arrival! Come out at 11 AM to get
registered! Make sure you tag us in all of yourphotos today, and
you could be featured on our Facebook page!
Post link to the event page,
and also post a photo of
Serena and Emma posing
with the DJ
INSTAGRAM
11:00 Event Day
It's finally here! We're all set up in Central Park, and Serena and
Emma are awaiting your arrival! Be sure to tag us in your photos
today along with the hashtag #RunwayToRealWay! See you
soon!
Post photo of Serena and
Emma taking a picture
together in the photo booth
