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AEO Digital Media Strategy
- 1. American Eagle Outfitters Full Digital Media Strategy
- 2. AE: Featuring You Love the Life youLive Real People : Real Lives Send Us YourPictures Tell Us Your Story
- 3. Campaign Goals Increasing Brand Reputation Personally Connecting With Customers Increase Sales and Traffic How will we know when we reach it?
- 4. Campaign Measuring Breaking Out The Piggy Bank Allocate Resources: Use channels performing the best Benchmark Data: Measure to compare Integrate Sources: To best reach the customer
- 5. Aiming For A Target My Target • 15 – 25 Years Old • Young • Confident • Different is Beautiful • Individuals
- 6. Key Campaign Messages We’re real people – Just like you Your story is important Your triumphs… MAKE YOU BEAUTIFUL
- 7. Making APersonal Connection Strategy Integrate Customers Listen. Learn. Love. Our fans and who they are
- 8. Matching Media To My Message Facebook: Main outlet YouTube: Videos go viral Twitter: Tweet launch and link to contest
- 9. Differentiating AE Know our competitors Do something different Think like our customers BE DIFFERENT. BE REAL.
- 10. Solutions To Our Problems This Campaign will allow us to: Connect Inspire Believe Promote Walk the Walk
Editor's Notes
- Launch Campaign on AE’s facebook, Twitter, Blogs, etc. This Campaign will play off of their more recent Photo Contest Campaign. It will also play into their new campaign: Using unprofessional models to show their individual style promoting “real” people. For this they are asked to submit a photo and answer a personal style question. (collect as many votes as you can – 250 with most votes will be featured on website – 9 women and six men will be chosen for campaign by popular vote)My campaign will use all of its social media outlets to launch a photo contest that shows ‘real people’ with ‘real problems’ that still 'Live Their Live' despite their set backs. We will ask fans to take and send in American Eagle inspired photos of “real” people that have some type of disability, with a short blog on their story.
- The Goal of my campaign is to increase AE’s brand reputation. Make people feel for and like our brand more. By targeting real people and real customers, We hope to hit and connect with more customers – because that’s exactly what our customers are – REAL. We have a goal of personally connecting and also personally interacting with our customers. Commenting on their posts and pictures, commenting on their stories, interacting online, using every form of media in a way that will hit them best. How will we know when we reach our goals? MEASURE MEASURE MEASURE
- Use Bench mark data to measure the effectiveness of your ad campaigns – what’s going well what’s going wrong. What gets the best results?Test varying creative, offers, and more—solving challenging questions and seeing what works based on solid information.Integrate multiple media sources to ensure we’re hitting our customers in the best and most personalized way. Gain a better understanding of what’s needed to develop and deliver more effective campaigns and promotions.The Budget of this will be fairly large – Given the size and the capacity of the company. Allocated Budget: $40,000Benchmarking data to measure effectivenessAssignment of roles and responsibilities to each positionSalaries for each positionExperience level of each person within each positionChanges in objectives, strategy, and campaign parametersAccount management demandsAmount of research that needs to be conductedNumber of teams/agency partners that are involvedComplex work needed in integrating media sourcesThe intensity of creative executionTracking requirements, reporting needs, analytics.
- Who I'm TargetingSince my target audience will be people in my general age group (15-25 y.o.), I know that our targets are young, confident, and strong people that live for promoting acceptance and promoting individualism. This gives me confidence that my strategy of showing that anyone can be beautiful, regardless of their set backs will touch my target audience’s hearts and cause a huge hype about our company and who we are.
- Our key campaign messages are to tell people that you don’t have to be flawless to be beautiful.By using people that have disorders, disadvantages, something that sets them back, something that makes them have to work harder; we will show the world that we don’t believe that to be beautiful you have to be perfect – but to be beautiful is to be different.
- My key strategy is to show the realness of who AE is. Listen to their storiesLearn from their triumphs and their victoriesPromote individualismShow that its important to LOVE THE LIFE YOU LIVE.Strive to be different: from competitors, from others, for beauty.
- Media and why it’s good for my messageAsk fans to post pictures to a specific media outlet (facebook). The photo contest will last for one month. Photos will then be collected and put in a contest album – (Titled: Love The Life You Live) Fans will be asked to ‘like’ the photos they want to see win. At the end of two weeks, the 50 photos with the most likes will move on to be voted on (also by fans) They will also win a $300 gift card to spend at AE. The top 15 photos will get the chance to go on $500 shopping spree (provided by AE) and have a personal photo shoot that will be displayed in stores across the country.To Help promote the Contest, a small series of YouTube Videos featuring people with a disability enjoying life in their AE clothing using their main slogan ‘Live Your Life” Facebook and Youtube are two of the most interactive social media sites out there – the are also high in traffic and high in sharing.
- Differentiating AEI also know that this will completely blow our competitors like Forever 21, Hollister, Abercrombie, etc out of the water since they have never done anything like this. Instead, they promote people that are virtually flawless (which is not the way our generation thinks anymore).
- The Solution to a Problem Like most clothing stores, we face a problem of not being able to truly connect and promote real people with real lives and real problems. I think that my strategy will show people that American Eagle actually believes in their campaign.