Aeropostale: Adapting the new sensation

1. Aeropostale:
adapting the new sensation
Seo, You Jung / Kate
PUBLISH A51

2. Advertise
YouTube, the social media, can promote the brand, service or product in 2 ways: whether
it directly promotes the brand, or it indirectly promotes the brand through youtubers.

3. Brief background of
Bethany Mota
 19-year old girl
 7.7 million subscribers
 600 million video views
 Currently performing in dancing with
the star
 Released her song
 Has her own clothing & jewelry line
in Aeropostale.

4. Why Bethany Mota? –
Professionalism & Credibility

5. Why Bethany Mota? –
Professionalism & Credibility

6. Why Bethany Mota? –
Business Opportunity
• Christine Miller, an Aéropostale executive, first spoke to Stubblefield
about a collaboration and observe the business opportunity from her
• First: Aéro built a Mota-curated section of its Web site.
• Second: late August Bethany appeared at the Aéro store in Times Square,
drawing 1,500 fans.
• Third: Mota then paid a visit to Toronto. This astonishing footage shows
her fans thronging the Eaton Centre

7. How did Aeropostale promote the collection?
Through YouTube
Through Twitter

8. Learning
• Social Media is powerful. It can change one’s life; whether in
good way or bad way.
• Social Media is powerful because people can interact with
each other, even with someone who is a totally stranger.
Human, naturally, likes to interfere others. That is why social
media satisfy the natural instinct.

9. Reference
• http://www.businessinsider.com.au/haul-teenage-youtube-shopping-
star-bethany-mota-2014-1
• https://www.youtube.com/user/Macbarbie07