Urban Outfitters aims to increase customer engagement on social media through contests and rewards for checking in, tweeting, and posting Instagram photos wearing their products using a lighthearted and quirky tone. The plan is to maintain a Twitter presence and have active social media managers encourage more followers, pictures, and check-ins by offering prizes for sharing content featuring Urban Outfitters fashion. The budget supports Twitter and social media management, with the goal of convincing customers to adopt new habits of creating promotional content for the brand.

1. By Cristina Toscano

2. Just The Facts, Ma’am…
• Founded in 1970
• More than 130 stores in the US, Canada and Europe
• Eclectic, Contemporary, Artsy, Independent Educated,
Urban-Minded, Individualistic, ages 18-30, Grungy,
Vintage, Ironic, Eccentric

3. Tools
iPhone
Foursquare
Instagram
Twitter

4. The Plan
• Instagram pictures of customers wearing favorite Urban products
• Tweeting picture
= Prizes, gift cards and more
• Checking into the Urban location on Foursquare
= badges, points, deals,mayorships
Sharing Urban Outfitters content is
the main goal.

5. Budget
• Maintaining Twitter presence
• Active Social media managers
• Creative awareness
• Prizes

6. Urban Outfitter’s Tone
Relaxed, neutral, quirky, clever, snarky
Never mean-spirited and always encouraging more followers, pictures and
check-ins of the customers favorite products.

7. Get To Know The Brand
Top 5 Things an Urban
Outfitters Fan Would Enjoy:
• Vintage everything
• Photography
• Irony/Fake Mustaches (they go hand-in-hand)
• Their own personal fashion sense
• Music no one has heard of yet

8. Ad Words
High-waisted jean
Levi jacket
Bandeau bikini top
Trucker jacket

9. Finally…
Remember the audience’s genuine
interests, priorities and needs.
The campaign needs to be convincing and well-
implemented or else the consumers will
quickly catch on and not adopt any new habits
of creating new, creative content