This document outlines a proposed digital marketing campaign to increase brand awareness of Juicy Couture clothing among teenage girls. It discusses the target audience of girls aged 13-18 and a strategy of using social media platforms like Facebook, Twitter, YouTube and a mobile app to engage this demographic. Key performance indicators include boosting conversion rates, sales and online traffic. The proposed budget is $11 million spent on social media and mobile marketing over one year. The goals are to update Juicy Couture's image for teenagers and increase its presence on social platforms popular with high schoolers.

1. A
revolutionized
digital
marketing
campaign.
JUICY COUTURE

2.  Who: Juicy Couture
 What: Contemporary casual wear & dress clothing
 When: Founded in 1997 by Pamela Skaist-Levy and Gela
Nash-Taylor
 Where: Based in Arleta, Los Angeles, California
THE BRAND

3.  Juicy couture’s stereotype of bright-colored, velour sweat
suites, has stemmed from it’s presence in pop-culture
references.
A “JUICY” STEREOTYPE

4.  The BIG Idea: Juicy Couture has increasingly lost touch with
a younger generation of consumers. The goal for the
campaign would be to increase brand awareness and total
sales among women between the ages of 13-18.
HOW CAN WE BRING ABOUT BRAND
AWARENESS TO HIGH SCHOOL
STUDENTS?

5.  High school students between the ages of 13-18. These
women are usually still in high school and have a lot of
influence over their peers. I would want to incorporate Juicy
Couture’s clothing into the average high school woman’s
wardrobe.
TARGET AUDIENCE

6.  Increase conversion rate by 10% over the course of a year.
 Increase sales by 12% within the next quarter by marketing
clothing on social media frequently used by high school
students.
 Grow online traffic by 30% by using a number of social
media tactics that direct them to Juicy Couture’s official
website.
KPI CHECK LIST

7. HOW WILL WE REACH OUR TARGET
AUDIENCE?

8.  FACEBOOK:
 Data shows that 75% of high school seniors frequent Facebook on a
daily basis.
 Juicy Couture should build upon their Facebook page by posting
daily updates and integrating their page with their Twitter and
Facebook account. The daily posts should highlight when new
clothing and accessories are released. I would also want to create a
campaign on Facebook in which high school students are
encourages posting pictures of them wearing Juicy Couture.
FACEBOOK

9.  Twitter:
 Retweet various tweets from high school students who tweet
pictures of them wearing our clothing
 Youtube:
 Create a campaign on this social media vehicle by creating videos
with a stylist that illustrate how to wear our clothing. We will post
these videos weekly
TWITTER & YOUTUBE

10.  Generate an application for smart phone users
 The Juicy Couture application would provide easy access to shop
from one’s mobile device.
 Create advertisements that appear on social media applications
 Make the application user friendly and interactive
MOBILE MARKETING

11.  Total Budget:
 Social Media: ~$8 million
 Mobile Marketing: ~$3 million
 Rounded Total: $11 million
 Line items: $500,000 total divided by the total number of
people working on the campaign
 Strategy: (2 people, 1 month)
 Planning the campaign: (2 people, 1 month)
 Build the campaign: (5 people, 3 months)
 Implementation of the campaign: (5 people, 4 months
 Management for the campaign: (3 people, 12 months)
THE BUDGET

12.  Bring about brand awareness to high school women.
 Diminish image that Juicy Couture has been viewed from in the
past
 Create positive brand image for high school women
 Decrease complaints from consumers
 Generate a more well-known brand image on social media
platforms
GOALS OF THE CAMPAIGN