This document outlines a marketing campaign for Diesel's Spring 2013 clothing line. It identifies the target audience as educated, fashionable 18-30 year old professionals earning over $60,000 annually. The goals are to increase brand awareness and revenue through social media advertising on Facebook, Twitter and Pinterest targeting this audience. The proposed tactics include creating pages and boards to showcase the line, with metrics to track engagement. Paid advertising is planned on Facebook and Google with a total budget of $150-250 per hour.

1. DIESEL
FOR SUCCESSFUL LIVING

2. Target
Audience
 Age: 18-30
 Young, successful, Independent




adults who are fashionable.
Educated young adults (Bachelors
to Masters) who know they are
paying for quality over quantity.
Upper Middle Class- gross above
$60,000
Have income that allows them to
purchase expensive, high quality
clothing.
Lifestyle portrays they are looking
to be known for their brands that
they wear. Have class and style.

3. Big Idea
Advertise the new SS13 DIESEL clothing
line. Advertise to larger companies and
possibly larger chain stores like Macy’s,
Nordstroms, along with purchasing
available for smaller shops in larger cities
like Miami, New York, LA, San Diego,
South Beach, Austin.
Create a campaign that embodies the “For
Successful living” slogan. This brand
represents a young professional adult who
enjoys having fun and wearing quality
clothing. Targeting the younger
generations will be key in order to building
our brand even larger than it already is.

4. KPI
• Increase annual revenue for the
company.
• Have a ROI after the campaign has
launched.
• Increase awareness of the brands quality
and communicate that Diesel is made for
successful living.
• Target towards the young professional

5. Tools and Tactics
Social Media
Facebook -of over
10,000 likes for new
SS13 line group
page. Bring already
followers from
Facebook page.
Twitter Goal of over
10,000 followers on
twitter page for SS13
line.

6. Pinterest
• Create Pinterest board with
variety of pins to the various
sites for diesel. Showcase
SS13 clothes for men and
women.
• Create Analytics for the
Pinterest account- People
pinning, repining, and liking
images of clothing line.
• Allows you to see who is
pinning more (men or women)
(age group), what specific
clothing they are pinning.

7. Budget
• Advertiser range $150-250 per
hour.
• Keyword Phrases
•
Diesel Clothing – GMS of
27,100
Pepe Jeans- GMS of 550,000
Diesel Jeans- GMS of 301,000
•
•
Set Max CPC to $ 5.00, avg.
from 142- 173
Clicks daily and total
impression of
2,957 - 3,614 people.

8. Budget
Facebook Advertising Cost
Charged for number of
impressions (CPM) or clicks it
receives.
• Avg. CPC $ 0.73
• Suggested Bid - $ 0.48- $1.37
• Audience- 61,516,360
• Lives in the US
• Age- 20-30
• iOS/Apple users, and All
mobile
Users.
• Fashion, Luxury goods, Baby
boomers, New job, Food &
Dining, outdoor fitness

9. Budget
Twitter Ads CPC and Pinterest
Twitter
Only charged when people follow
your promoted account, retweet,
reply, favorite or click on your
promoted tweets.
Pinterest
Free

10. Summary
The Goal for the Spring 2013 line is to create
a wider awareness of the brand. Target the
specific target audience of 20-30 year olds.
There will always be people under or over
that age limit and we will target them as well.
Ensuring we get a ROI with our campaign we
will try to incorporate as much free social
media as possible. Since the target audience
is in the 20-30 year old age range who use
social media, mobile devices and are up to
date with technology.
They enjoy being active and having fun, but
at the same time are professional and work
hard for their money. We want to engage the
young adults who enjoy high-end clothing and
quality jeans. They embody the all American
young successful, good looking adult.