Digital Strategy for RoxyNew Digital Strategy for Roxy Lu Zhang by Lu Zhang
Main demographic:young people Target market: surfing, snowboarding, swimwear, other extreme sports
Brand image goals: “fun and alive, naturally beautiful, daring and confident”Challenges:face a tough competitionwith other brands that sellsimilar products.
Media outlets:Facebook(1.9m)Twitter(20k)Youtube(10k)Official blog
New Strategies:Social Media StrategyOnline AdvertisingMobile Marketing
PinterestYoutube: Upload teaching videosof surfing, snowboarding,swimming, etc. Hold a contest askingconsumers to upload theirown videos related withRoxy.
Google AdWords campaignKeywords:surfing, snowboard, swimwearand X-sportsAd copy :“Find your Roxy-style suit forsurfing, snowboarding,swimwear and X-sports!”"Wear like a Roxy girl: surfing,snowboarding, swimwear and X-sports."
Create an app:Provide informationabout product,advertisement,promotion, events,blogs, etc.
Metics of success:Pinterest followers,Youtube subscribers,Google Analytics,App downloads.
Budget: $50,000Google AdWord campaign (24,000)reward of Youbute competition winner (1000)the app development (25000)