Final Presentation - Digital Strategy for Air Jordan


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This is the Final Presentation of my Digital Strategy for Air Jordan, which is part of the course New Media Driver's License at Michigan State University.

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Final Presentation - Digital Strategy for Air Jordan

  1. 1. AIR JORDAN Digital Strategy by Marvin Kasten
  2. 2. Big Idea SLOGAN "You have Jordans on Your Feet? Win A Pair of Limited Edition Air Jordans!“ GOAL potential customers should engage with Air Jordan's… … social media profiles … new blog … official webpage … and make them share Air Jordan's products online WITH CONTESTS AND A BLOG
  3. 3. Target Audience young men and women at the age of 16 to 30, who... ... are already familiar with the brand Air Jordan ... have access to the Internet (via computer, smart phone or tablet) ... are active member of either Facebook, Twitter, or Pinterest  focus on US market only
  4. 4. Objectives 1) Increase the number of likes of the official Air Jordan Facebook Page, the number of followers of Air Jordan on Twitter, and the number of followers of Air Jordan on Pinterest by 10 percent each by the end of the campaign. 2) Establish a regular readership of the new Air Jordan blog of 1,000 estimated unique monthly visitors by the end of the campaign. 3) Increase the traffic on official webpage including the shop by 5 percent by the end of the campaign.
  5. 5. Tools & Tactics 1) Facebook Contest 2) Twitter Contest 3) Pinterest Contest 4) Blog
  6. 6. 1) F acebook Contest FACEBOOK • huge potential with two-thirds of online American adults • buy advertsements on the basis of likes CONTEST • ask the users to post a unique picture of their favorite Air Jordan shoes the person with the most shares and likes is rewarded with a pair of Limited Edition Air Jordans!
  7. 7. 2) T witter Contest TWITTER • effective for marketing purposes • buy promoted tweets CONTEST • the person with the most retweets wins!
  8. 8. 3) interest Contest PINTEREST • new attractive way for marketers • effective way to engage potential consumers interactively CONTEST • the person with the Pin board with most likes wins!
  9. 9. 4) B log • features the best post • drives traffic to Air Jordan's website • establishes a regular readership
  10. 10. Budget Source Expense Development of the campaign $ 15,000 Managing the three social media platforms and the blog $ 6,200 Advertisements on Facebook & Twitter $ 15,000 Blog domain $ 250 TOTAL $ 36,450