2. The Big Idea
Increase brand awareness for American
Eagle
Gain a greater position in consumer’s
minds
With the use of social media sites and
internet marketing tools, spread
enthusiasm to our consumers
3. Target Audience
Satisfy the current and future
needs of college-aged women
American Eagle’s Spring and
Summer Collection
4. Tracking The Campaign
Google Adwords
Search Engine Optimization
Tracking Facebook, Twitter ads
5. Social Media
Gain a greater presence on Facebook,
Twitter, Instagram
Create a summer-related blog which
touches on girls’ adventures in their
American Eagle gear
6. Tips For Social Media
Facebook Marketing Bible
Review previous Case Studies
Keep up with current market trends
Tools for tracking your campaign
7. Social Media Contests
#AEGiveAway – American Eagle giving
gift cards to randomly-selected girls who
tweet this hash tag and follow American
Eagle
#AEdventure – girls post pictures of
themselves on summer adventures to be
featured on AE’s Facebook page or blog
8. #SummerGirl
Encourage girls to
tweet/Instagram using
the hashtag
#SummerGirl to
document their
American Eagle
summer outfits
9. Budget
Twitter: ($31.85/day)= $2,898.35
Facebook: ($100.00/day)= $9,100.00
Google Adwords: ($1,000.00/day)= $91,000.00
Sweepstakes: (10 gift cards)=$1,000.00
Total= $103,998.35
(Campaign Runs April 1- July 1)
10. Public Relations
Keeping a positive presence on social
media sites
Respond to both positive and negative
comments from fans/followers
