The social media marketing campaign will utilize Pinterest and start an employee blog to increase awareness and customer base for Anthropologie's home decor lines. It will target DIY, young professional females looking to decorate homes. The $200,000 budget over 12 months will go towards social media strategy, Pinterest, Twitter, Facebook and Google AdWords campaigns.

1. Anthropologie: A Social Media
Marketing Campaign
Jackie Zingg

2. Big Idea
Utilize Pinterest to increase awareness
and customer base for home décor
product lines
 Start a company-wide employee blog
 New products
 Employee favorites
 Decorating tips

3. Social Media Tools

4. Internet Marketing
SEO & SEM
Google AdWords campaign to
improve SEO
Currently dominated by Pier1 &
Pottery Barn

5. Content Strategy
 Posting Frequencies
 FaceBook: at least 4 times a week
 Twitter: more frequent; use for 2-way communication
 Pinterest: most frequent, update throughout each day

6. Target Audience
 The campaign will target those looking to
decorate or redecorate a home or apartment.
 Primarily female
 DIY
 Young professional

7. Budget
$200,000
12-month campaign
Includes
 Social media strategy costs
 Pinterest
 Twitter
 FaceBook

8. Competitive Audit
 National chains
 Economical pricing
 Well-known & recognizable products

9. Conclusion
 Start small and build up one or two sites to gain
maximum followers
 Utilize Pinterest to increase customer base
 Begin an employee blog to make customer
connections
 Promote home décor line in order to make it as
recognizable and well known as other
Anthropologie products