Ralph Lauren Digital Strategy Campaign

1. Digital Marketing Strategy
By: Amanda Schultz

2. What is RLC?
• Ralph Lauren Corporation produces a wide
range of products including:
clothing, accessories, footwear, fragrances, and
furniture all marked under its different brand
names.

3. Company Background
• 1967 — company
founded by designer
Ralph Lauren.
• Total of 882 stores and
20,000 shop-withinshops.
• Factory stores are in 42
states.

4. Big Idea
• Promote new collection
items with Instagram
contest.
• Free marketing through
social media.
• #RalphLooks
#RalphLookspost of the week: the wool-cashmere
wrap from our Blue Label. Remember to visit our
blog and vote for your favorite entry! Contest ends
soon.

5. Contest Details
• 2 categories: Photography
and Fashionista.
• 30 winners — 15/category
• $500 prize per winner —
new collection clothing
item or Ralph Lauren gift
card.

6. Target Audience
• 16-35 year old middle to upper-middle class
women.
• Appealing to the younger, more social mediainvolved women.

7. Reaching The Audience
•
•
•
•
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Twitter
Facebook
Instagram
Google AdWords
Blog

8. Tools and Tactics
• Monitor #RalphLooks
and overall campaign
success using Statigram
and Google AdWords

9. Project Overview & Cost
• 220 hours = monitoring
• $29.2 million= total
#RalphLooks.
cost of marketing and
online advertising.
• 100 hours = digital
o $14,000 = digital marketing
marketing preparation and
preparation
strategy/Ad placement
o $20,000 = management
o $12.5 million = billboards
o $600,000 = magazines
o $16 million = Google
AdWords
o $272K/day
o $10,000 = prizes

10. Summary
• Increased number of followers and
interactions on social media.
• Free advertising of new collection items.
• Prize giveaways to promote new items and
returned company business.