The document proposes a digital marketing campaign for the luxury brand Longchamp. It recommends targeting teenage girls and women aged 60 with monogram stamped, high quality products at reasonable prices. The campaign will utilize social media platforms like Twitter, YouTube, Facebook and Google ads, allocating $3 million total with 33% to Twitter, 28% to YouTube, 10% to Facebook and 7% to Google ads. Celebrities and magazines will endorse the brand. Key performance indicators will measure increased web traffic and sales before and after the campaign to determine its success.

1. Your bag, Your champ.
Lanxi Huang
ADV 420

2. Target audience
The primary audiences for our brand will be teenage girls and women
aged up to 60 years who love quality high fashion products at
reasonable prices.

3. Big idea
• The main idea that Long champ would pursue is monogram stamping.
This engraving will make its customers to easily identify its products
and prevent the emergence of counterfeits. Also, the company will
incorporate high-quality raw materials to build products that are
casual but classy. This strategy will make the products to become fit
for many occasions hence influence consumers to buy.

4. How to create positive publicity on social
media pages?
• Creative campaigns that
encourages customers to
submit positive fan videos
about the company

5. Key performance indicators metrics
• Here, the Long champ will analyze the web traffic witnessed on its
sites prior to and three months after the digital marketing campaign.
If its web traffic increases and leads to the increase in revenue
through large product purchases, we will conclude that the marketing
strategy was successful. Also, after the campaign, if the brand
continues to realize increased sales, we will use these statistics to
determine that the digital strategy was successful.

6. Budget
• As the Long champ is a high-end luxury brand, we will allocate $3
million to create its digital marketing campaign. According to the E-
Marketer, many consumers today prefer to use social media sites
such as Twitter, YouTube, Facebook, and Google ads to review
online products. As such, we will distribute the allocated sum in
consideration with the popularity of these sites amongst consumers.
As such, we will distribute this income in accordance to these
percentages and allocate the money accordingly. The remaining
28% of the budget will be utilized to endorse celebrities and post
our products in fashion magazines.

7. What works?
• The website layout.

8. The E-Marketer indicates ranks Twitter at 33% in its consumer
appeal, YouTube at 28%, Facebook at 10%, and Google ads at
7%.
銷售
Twitter Youtube Facebook Google

9. Tools and tactics
• The main tools and tactics include social media sites such as Twitter,
YouTube, Facebook, and Google ads. Many customers today love to search
for companies and products online before visiting the physical facilities
(Siljestedt, p.27). Others prefer the convenience of buying products online.
As such, we will utilize their heavy involvement in online activities and
present our company information and sample products online. This
strategy will be helpful in increasing their exposure to our products
especially amongst teenagers and female adults who form our primary
audience since they love to shop. Also, we will promote discounts,
incentives, giveaway contests to give the brand a competitive edge over
rivals in the industry. Moreover, we will employ celebrities to endorse our
products in a popular fashion magazine to help enhance their appeal to our
target audience.

10. Summary
• Long champ stands a great chance of succeeding in the competitive
fashion market. Its decision to target teenagers and female adults
make it appeal to a wider market segment since this group enjoys
shopping for reliable products at reasonable prices. Also, engraving
products make them limit the emergence of counterfeits hence
improving the brand's revenue. Moreover, using multiple streams to
target audience makes the brand to reach a wider range of consumers
hence increasing its likeability of succeeding in the highly competitive
fashion industry.